Abstract
Purpose: The study explores a seller’s perspective of the influence of opportunism and conflict, which are negatively loaded constructs, on non-economic satisfaction as a positively loaded construct. It further established the influence of non-economic satisfaction on economic satisfaction as a positively loaded construct from a sales perspective in a supplier–business relationship. Design/methodology/approach: The study followed a quantitative and exploratory approach. An online survey was used to collect data of companies in Norway having a minimum of 50 employees in the Norwegian database of Sales Navigator at LinkedIn. To facilitate research on seller–business relationships, key informants who adhered to specific criteria were selected to participate in the study. These criteria included that the respondents designation were sales or marketing managers/directors or key account managers. In total 841 potential key informants were identified, who were subsequently contacted telephonically to verify whether they qualified to participate in the study. If they did not qualify, they were requested to identify an appropriate person at the same firm that adhered to the specified criteria stated above. A total of 523 respondents met the criteria to participate in the survey, but only 213 completed questionnaires were secured that could be used for data analysis...