Electronic mail appraisal: a buyer and seller survey

Electronic mail appraisal: a buyer and seller survey 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business & Industrial Marketing Emerald Publishing

Electronic mail appraisal: a buyer and seller survey

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Publisher
Emerald Publishing
Copyright
Copyright © 2003 MCB UP Ltd. All rights reserved.
ISSN
0885-8624
DOI
10.1108/08858620310480304
Publisher site
See Article on Publisher Site

Abstract

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

Journal of Business & Industrial MarketingEmerald Publishing

Published: Aug 1, 2003

Keywords: Business‐to‐business marketing; Sales; Organizations; Buyers; Electronic mail

References

  • E‐mail use and abuse
    Parker, C.
  • The office tyrant
    Romm, C.T.; Pilskin, N.
  • Computer mediated communication – is it good for organizations?
    Rowley, J.
  • Computer networks as social networks: collaborative work, telework, and virtual community
    Wellman, B.

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