Validating action and social alignment constituents of collaboration in business relationships

Purpose: The purpose of this paper is to test hypothesized relationships within and between the domains of action and social alignment based on a sales perspective in business relationships. Design/methodology/approach: This study is based on a cross-industrial sample of Norwegian companies consisting of 213 key informants corresponding to a valid response rate of 40.7 percent. Findings: The findings validate that coordination relates positively to economic satisfaction (ES); coordination does not relate to non-economic satisfaction (NES); coordination relates positively to cooperation; cooperation relates positively NES; and cooperation mediates between ES and NES. Research limitations/implications: This study tests and successfully validates an action and social alignment model based on a sales perspective in seller business relationships, providing additional insights into the field of relationship quality and the sales literature. Suggestions for further research are provided. Practical implications: According to sales practitioners, the research model makes sense in relation to managerial implications for seller business relationships. Originality/value: This study contributes to incorporating a seller perspective in relation to existing theory and previous studies on a buyer perspective to quality constructs in business relationships.