This study investigates the relationships among customer orientation of salespeople, the inter-organizational ethical perceptions of purchasing agents in the form of ethical profiles, and buyer-seller relationships. The results of this investigation indicate: (1) purchasing agents' perceptions of the customer orientation of salespeople are related to several dimensions of the ethical profile of the vendor's organization, and (2) dimensions of the vendor's ethical profile are associated with the opportunism of purchasing agents, and their levels of perceived trust and relationship satisfaction. Managerial and research implications are included.
|Number of pages||29|
|Journal||Journal of Business-to-Business Marketing|
|State||Published - Mar 25 1998|
ASJC Scopus subject areas
- Management Information Systems