Understanding the role of information communication in the buyer‐seller exchange process: antecedents and outcomes

Purpose – This study seeks to address the issue of managing buyer‐seller relationships. Specifically, a framework incorporating the constructs of information communication, sales technology, product knowledge, and customer satisfaction is proposed. Design/methodology/approach – Empirical support was derived from salesperson survey data combined with customer‐reported satisfaction ratings. All 254 sales representatives of the women's health care division of a pharmaceutical company were surveyed for this research study. Findings – The results suggest that managers can benefit by extending salesforce training to address not only technical knowledge but also communication skills. Providing technology with the potential to increase customer satisfaction through improved information communication would be beneficial as well. Practical implications – The research suggests that managers should invest resources not only in providing salespeople with technical knowledge, but also in training them in effective communication skills. Further, the benefit has been shown, in terms of customer satisfaction, of providing technology to support communication between salespeople and customers. Originality/value – The study uses the relationship marketing approach to explore the critical role of information communication construct in a buyer‐seller exchange process. Moreover, the inclusion of salesperson experience as a possible moderator of the links to this construct brings additional value.