A nomological network of satisfaction indicators for B2B service providers in sales roles

This study tests an adapted six-dimensional framework of performance indicators in a business-to-business (B2B) setting on service provider satisfaction (in a sales role). The proposed nomological network is grounded in the meta-analysis of indicators of sales performance in B2B sales. However, it is applied in this study as an indicator of service provider satisfaction. As such, the study purports a framework of dimensions that motivates the overall level of B2B service provider satisfaction.

This research study adopted a deductive approach, utilising a structured questionnaire survey methodology. The sample comprised 389 service-orientated firms in Norway, selected to represent diverse industries and firm sizes across the B2B sector.

Motivation was established as the primary and most influential indicator category of service provider satisfaction, with skill and aptitude playing foundational but largely indirect roles via their association with motivation and role perception.

The findings can assist in B2B markets to better understand how managers who focus on developing skills, clarifying roles and unlocking intrinsic motivation will be best positioned to foster satisfaction, retention and performance in service-based B2B sales environments. Such guidance also enhances strategic workforce planning, employee engagement and long-term organisational competitiveness.

This study is original in proposing and empirically validating a six-dimensional service provider satisfaction framework tailored to B2B service contexts, integrating internal marketing, relationship marketing and service-dominant logic and demonstrating the central, direct role of motivation over the indirect ones of aptitude, skill and role perception.