Abstract:
There is a gap in literature as to how multidimensional satisfaction fits into a nomological
network with continuity, coordination and cooperation. Furthermore, most studies focusing on
these constructs are limited to a buyer perspective. The objective of this study is to fill this gap
by testing a model whereby continuity, coordination and cooperation are regarded as mediators
between economic and non-economic satisfaction specifically within business-sales representative
relationships, thereby establishing a foundation to assess the structural properties between economic
satisfaction and non-economic satisfaction within a business sales context. Managerial implications
offered in the paper were discussed and the practical relevance and implementation thereof validated
by experienced sales directors. This study contributes by revealing that continuity, coordination
and cooperation to some extent mediates separately as well as cumulatively the relationship between
economic satisfaction and non-economic satisfaction within a business sales context. Subsequently,
it contributes by extending our understanding in relation to existing theory and previous studies of
business relationships to a business sales perspective.
