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EMAC 2022 Annual

A Seller Perspective on Economic and Non-Economic Satisfaction Elements in Formalising B2B Relationships in Spain

Published: May 24, 2022


Nils Høgevold, School of Communication, Leadership and Marketing, Kristiania University College, Oslo; Mornay Roberts-Lombard, Department of Marketing Management, University of Johannesburg; Carlos Ferro-Soto, Department of Business Organization and Marketing, University of Vigo, Vigo; Carmen Padin, Department of Applied Economics, University of Vigo, Vigo; Göran Svensson, School of Communication, Leadership and Marketing, Kristiania University College, Oslo


This study tests a research model that reflects the nomological relationship between satisfaction as a two-dimensional construct and continuity, coordination, and cooperation in B2B sales relationships. The study sample comprised small and medium-sized companies across industries in Spain. A total of 242 responses were used for data analysis. Structural equation modelling was applied to secure the development of the results for the study. The results revealed that sales managers should reach agreements with their partners to put in place appropriate coordination mechanisms that contribute to improving efficiency and achieving expected long-term goals. In addition, the study provides an extended foundation of the structural properties with intermediary constructs between economic satisfaction and non-economic satisfaction based on a seller’s perspective. This is significant seeing that most of the previous studies conducted explored the constructs proposed from a buyer’s perspective.