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.
Journal of Business & Industrial Marketing – Emerald Publishing
Published: Aug 1, 2003
Keywords: Business‐to‐business marketing; Sales; Organizations; Buyers; Electronic mail
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