Determinants and outcomes of satisfaction in B2B sales relationships

Purpose This study aims to evaluate the determinants and outcomes of satisfaction in business-to-business (B2B) sales relationships from a seller’s perspective across diverse cultural contexts. It explores the influence of cultural differences on B2B dynamics, offering insights into global business interactions. This cross-cultural approach enhances the relevance of the findings and contributes to the discourse on international B2B practices. Design/methodology/approach The study sample comprises small and medium-sized businesses across industries in Spain, with the respondents being sales or marketing managers/directors. Findings The study combines the positive and negative events that may occur in B2B sales relationships. The model is double-edged, taking into consideration the ups and downs that may emerge in ongoing B2B relationships. Research limitations/implications The study confirms the empirical findings of past studies on B2B relationships and the applicability of these discoveries in a different cultural setting (i.e., Spain). Practical implications The study broadens the possibilities for examining the status of ongoing sales and purchase relationships in B2B settings. Sales satisfaction is crucial in monitoring ongoing B2B sales relationships. Originality/value This study introduces a nomological framework for sales constructs in B2B settings, focusing on the influence of sales satisfaction on relationship dynamics. It highlights the importance of seller satisfaction in managing B2B interactions across cultures, providing valuable insights into relationship stability and enhancing the discourse on cross-cultural business practices.