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An exploratory study of the sales‐production relationship and customer satisfaction

An exploratory study of the sales‐production relationship and customer satisfaction Over the past three decades, many researchers have studied the relationship between sales and production departments. This has raised the question: Does the quality of the relationship between production and sales affect the customer? This study uses survey methodology to examine the link between customer satisfaction and the interface variables (connectedness, conflict, coordination) from both a sales and a production perspective. Customer satisfaction responses are aggregated for each sales‐production combination and analyzed to determine the impact of the relationship between production and sales personnel. Product type (i.e. engineered‐to‐order (ETO)) is introduced as a moderating variable. Results indicate that there is a significant impact on customer satisfaction as a result of the cross‐functional situation when moderated by product type. The main managerial implication is that the internal relationship between sales and production is important to the customer, specifically in ETO product situations. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Operations & Production Management Emerald Publishing

An exploratory study of the sales‐production relationship and customer satisfaction

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Publisher
Emerald Publishing
Copyright
Copyright © 2002 MCB UP Ltd. All rights reserved.
ISSN
0144-3577
DOI
10.1108/01443570210440500
Publisher site
See Article on Publisher Site

Abstract

Over the past three decades, many researchers have studied the relationship between sales and production departments. This has raised the question: Does the quality of the relationship between production and sales affect the customer? This study uses survey methodology to examine the link between customer satisfaction and the interface variables (connectedness, conflict, coordination) from both a sales and a production perspective. Customer satisfaction responses are aggregated for each sales‐production combination and analyzed to determine the impact of the relationship between production and sales personnel. Product type (i.e. engineered‐to‐order (ETO)) is introduced as a moderating variable. Results indicate that there is a significant impact on customer satisfaction as a result of the cross‐functional situation when moderated by product type. The main managerial implication is that the internal relationship between sales and production is important to the customer, specifically in ETO product situations.

Journal

International Journal of Operations & Production Management – Emerald Publishing

Published: Sep 1, 2002

Keywords: Marketing; Operations strategy; Interfaces; Empirical study; Customer satisfaction; Relationship marketing

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