The Impact Of Mismatch Between Salesperson Communication And Buyer's Needs On Mutual Relations

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Despite the important role of communication in the business-to-business sphere, little attention is given to it in publications. The so far conducted research on adapting communication focused on the level and scope of information exchange or marketing in general. However, the explanation to what degree communication, and particularly taking into account buyer needs in communication, has an effect on buyer-salesperson relationships is missing. Therefore, this paper is based on a thesis that salesperson communication at variance with buyer expectations leads to deterioration of buyer's trust, satisfaction, commitment and willingness to recommend the salesperson.