TY - JOUR
AU - Cynthia Rodriguez Cano
AB - The communication environment for buyer-seller interfaces is being transformed by a variety of new communication choices. The use of electronic mail in business today is especially prevalent. This investigation explores buyer and seller reactions to electronic mail use in buyer-seller relationships. Two studies conducted explore themes perceived by buyers and sellers regarding electronic mail use. From in-depth interviews of sellers, some initial themes are developed. Second, a survey from a sampling frame of business-to-business sales people and organizational buyers advances the questions of benefits and barriers perceived to be associated with electronic mail use from both the organizational buyer and seller perspectives. From a sample of 103 buyers and 107 sellers, questions are raised about the communicative and relationship aspects that potentially influence the buyer-seller interface. Findings suggest sellers need to be attuned to individual buyers' views in order to benefit from the new communication options regarding communication choices.
TI - Electronic mail appraisal: a buyer and seller survey
JF - Journal of Business and Industrial Marketing
DO - 10.1108/08858620310480304
DA - 2003-08-01
UR - https://www.deepdyve.com/lp/emerald-publishing/electronic-mail-appraisal-a-buyer-and-seller-survey-CT7WGpS6ev
SP - 419
EP - 434
VL - 18
IS - 4/5
DP - DeepDyve
ER -