Satisfaction in buyer–seller relationships—Influence of cultural differences

Abstract

This paper addresses the possible influence of cultural differences on satisfaction in crossnational buyer-seller relationships. Building and maintaining buyer-seller relationships have for long been acknowledged as beneficial for conducting international business. A prerequisite for the success of such business relationships is the satisfaction of the parties involved. However, in international business the involved parties are usually embedded in different cultures, which in turn may influence both expectations and behavior and thereby the satisfaction with business relationships. In spite of this knowledge, the potential impact of cultural differences on satisfaction in buyer-seller relationships has received little attention.Here we present a study on business relationships between Russian buyers and Norwegian sellers of seafood. A dyadic approach is used to cover both parties in the relationship, because they may perceive and emphasize aspects of their relationship differently. The findings reveal congruence between the partners in terms of antecedents important for achieving satisfaction.However, several differences are found regarding how to achieve various antecedents. There are also differences between how the Russian partners describe their own actions, and how the Norwegian partners perceive these actions. These differences are explained by cultural differences. Implications are highlighted.

Conducting Qualitative Research in Russia: Challenges and Advice

“…A foreign researcher trying to gain trust from a Russian respondent may face particular challenges, as Russians consider trust to be personal and taking time to build (Voldnes et al, 2012). During the Soviet era, Russians' distrust of not only each other also the Soviet system necessitated the creation of informal, personal networks for the exchange of personal favors to protect individual or group interests (Butler and Purchase 2004;Ledeneva 1998).…”

“…As Russian men tend to be sexist (Voldnes et al, 2012), a young, female researcher may have problems being perceived seriously and may not be able to obtain information.…”

Antecedents and outcomes of satisfaction in buyer–supplier relationships in South Africa: A replication study

“…Satisfaction with previous experiences will influence the trust expectation of one partner to another in the B2B relationship, and the ultimate decision to continue or discontinue with the relationship (Sarmento et al 2015:133). Voldnes et al (2012Voldnes et al ( :1082 confirm that trust is an antecedent of satisfaction because higher levels of trust between parties enhance overall satisfaction expectations and strengthen long-term commitment. Jiang, Henneberg and Naudé (2011:6) concur and state that trust is a primary precursor of satisfaction.…”

Cultural adaptation in cross-national buyer-seller relationships

“…The Russian tendency toward collectivism/communitarianism is visible in Russians' reliance on personal networks for conducting all their (business) activities (Hallén and Johanson, 2004;Ledeneva, 1998) as well as building trust (Voldnes et al, 2012). Collectivists tend to be sensitive to the in-group-out-group boundary (Triandis, 1994).…”