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Does Relevant Information Exchange Create Relationships Between Buyers And Sellers That Affect Sales?, Christopher Hansen
Does Relevant Information Exchange Create Relationships Between Buyers And Sellers That Affect Sales?, Christopher Hansen
College of Business Theses and Dissertations
This study quantitatively and qualitatively tests the influence of sales-deployed relational marketing material using an ongoing information stream (OIS) of relevant literature, and measures the impact on a buyer’s likelihood to purchase in the future, the allocation of dollars to a purchase, and the development of relationship, trust, expertise, and reduction of uncertainty in decision making. The study produces generalizable results from a large cross-section sample of 400 buyers under specific conditions that included both imminent and no imminent sale conditions, and varying levels of deployment of the OIS. It was found that relevant information exchange by itself does not …