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| Formato: | Recurso digital |
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| Publicado: |
Zenodo
2025
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| Acceso en línea: | https://doi.org/10.5281/zenodo.15718961 |
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- <p>Channel sales thrives largely on influencing strategies and the communication prowess of the salesperson. Despite this being such a prominent knowledge, there is a dearth of studies on impact of influential strategies used by sales people on the satisfaction of channel partners in B2B marketing. The novelty of this study is that the perception of influencing strategies in the buyer seller dyad of consumer durable firms’ is examined in the emerging market context. The research framework developed is tested through a hybrid technique of structural equation modelling (SEM) and neural network (NN) analysis. This cross-sectional study had a sample size of 206 consumer durables dealers of Uttar Pradesh, India. Empirical results reveal that coercive influencing strategies work better than the non- coercive influence strategies. Out of the coercive strategies, the promise influence strategy has strongest influence on the satisfaction of dealers. The results of the study have strategic implications for maintaining effective relationships by sales managers in B2B marketing.</p>