Kaski, Timo Arvid; Hautamaki, Pia; Pullins, Ellen Bolman; … - In: Journal of Business & Industrial Marketing 32 (2017) 1, pp. 46-56
introduces expectancy disconfirmation theory to the B2B buyer-seller literature. Practical implications Identifying where … disconfirmation theory and conducted a qualitative study among 12 B2B service salespeople and 12 buyers. The data includes 46 in … sales meetings and to investigate how such expectations align. Design/methodology/approach The authors applied expectancy …