The link between salespeople’s job satisfaction and customer satisfaction in a business-to-business context: A dyadic analysis

  • Christian Homburg
  • Ruth M. Stock

DOI: 10.1177/0092070303261415

Cite this article as:
Homburg, C. & Stock, R.M. JAMS (2004) 32: 144. doi:10.1177/0092070303261415


Although it has frequently been argued that the job satisfaction of a company’s employees is an important driver of customer satisfaction, systematic research exploring this link is scarce. The present study investigates this relationship for salespeople in a business-to-business context. The theoretical justification for a positive impact of salespeople’s job satisfaction on customer satisfaction is based on the concept of emotional contagion. The analysis is based on a dyadic data set that involves judgments provided by salespeople and their customers collected across multiple manufacturing and services industries. Results indicate the presence of a positive relationship between salespeople’s job satisfaction and customer satisfaction. Furthermore, the relationship between salespeople’s job satisfaction and customer satisfaction is found to be particularly strong in the case of high frequency of customer interaction, high intensity of customer integration into the value-creating process, and high product/service innovativeness.


job satisfactioncustomer satisfactioncustomer orientationsales managementbusiness-to-business marketing

Copyright information

© Academy of Marketing Science 2004

Authors and Affiliations

  • Christian Homburg
    • 1
  • Ruth M. Stock
    • 2
  1. 1.University of MannheimMannheimGermany
  2. 2.Universität der Bundeswehr HamburgHamburgGermany