TRUST GOES THE OTHER WAY TOO: SELLERS’ TRUST IN BUYERS AND ITS INFLUENCE ON SALE PROCESS EFFICIENCY

Abstract

Purpose- This research aims to discover the effect of interpersonal factors on seller’s trust to buyer and in turn to the sales process effectiveness. Sales specific factors such as time risk and purchase importance are also considered when determining the effects of interpersonal factors. Methodology- A quantitative research method involving salespeople is employed. Findings- The findings indicate the presence of a positive relationship between interpersonal factors (similarity, expertise task orientation) and trust to buyer and sales process effectiveness. The sales specific factors (time risk and purchase importance) also have a moderation effect to the relationship between trust and sales process effectiveness. Conclusion- Through the sellers’ perspective, this study investigated the antecedents and consequences of trust in a business-to-business sale relationship. Recommendations to both sales team managers and procurement team managers to increase the sales process effectiveness under specific situations is provided based on study findings.

Keywords

• Sale process efficiency,trust,similarity,buyer-seller business relationships

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