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Keywords: Customer demandingness
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Journal Articles
Journal of Business & Industrial Marketing (2026) 41 (6): 766–784.
Published: 23 February 2026
... and consultative selling) and one contextual moderator (customer demandingness) were hypothesized. Structural equation modeling on survey data from 469 Chinese B2B salespeople tested the model; most predicted paths were supported. Findings Customer orientation, locomotion orientation, self-efficacy, authentic...
Journal Articles
Journal of Business & Industrial Marketing (2024) 39 (2): 423–437.
Published: 12 September 2023
...Bilal Ahmad; Jingbo Yuan; Naeem Akhtar; Muhammad Ashfaq Purpose Drawing on justice theory, this study aims to investigate the determinants and consequences of post-recovery satisfaction in a business-to-business (B2B) sales environment. In addition, customer demandingness is used as a moderator...
