Electronic mail appraisal: a buyer and seller survey
- UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
- James S. Boles, Professor (Creator)
- Institution
- The University of North Carolina at Greensboro (UNCG )
- Web Site: http://library.uncg.edu/
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.
Electronic mail appraisal: a buyer and seller survey
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Created on 12/23/2021
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Additional Information
- Publication
- Journal of Business and Industrial Marketing 18 (Numbers 4 & 5, 2003), pp. 419-434
- Language: English
- Date: 2003
- Keywords
- communications, business-to-business marketing, sales, organizations, buyers, electronic mail