GSTF Journal on Business Review (GBR)

, 4:3

First online:

Open Access This content is freely available online to anyone, anywhere at any time.

Interfirm Structure and Buyer-Salesperson Behavior Impact on Relationship Outcomes

  • Julie T. Johnson-BusbinAffiliated withWestern Carolina University
  • , James W. BusbinAffiliated withWestern Carolina University
  • , James S. BolesAffiliated withDepartment Head of Marketing, Entrepreneurship and Hospitality and Tourism, University of North Carolina
  • , Hiram C. BarksdaleJr.Affiliated withGeorgia State University


The individual level interaction between the buyer and salesperson can best be understood in the broader framework provided by the inter-firm relationship. Very little research has been conducted that examines both firm level and interpersonal level constructs in the context of business relationships. The primary purpose of this study is to design and test a theoretical model that examines the effect of inter-firm structure and buyer-salesperson behaviors on relationship outcomes. The results suggest that in established relationships, the external environment plays a role in determining the how buyer-seller firms structure their relationships. The way in which the relationship is structured plays an important role in determining how the buyer and salesperson interact. Both inter-firm structure and buyer-salesperson behaviors, in turn, influence buyer satisfaction.


Buyer-seller relationships Inter-firm structure Relational outcomes Buyer-salesperson behavior