Antecedents and postcedents of satisfaction in seller-business relationships : positive and negative alter egos

Abstract: Purpose – This study explores a seller’s perspective in business relationships to validate whether the findings reported in previous studies based on buyer-business relationships apply to seller-business relationships. The purpose of this study was to test whether satisfaction functions as a connector between positive antecedents (trust and commitment) and negative postcedents (opportunism and conflict) in a business-to-business relationship, based on a seller perspective. Design/methodology/approach – A descriptive research design was applied and data was collected from Norwegian companies from the database of LinkedIn’s Sales Navigator. Respondents (sales or marketing managers/directors or key account managers) were asked to identify one main business customer with whom they had interacted in the last year. A total of 213 responses could be used for data analysis. In addition, the measurement and structural models were assessed..