Abstract
Purpose This study aims to propose a conceptual framework based on organisational and environmental indicators of business-to-business sellers' sales performance in services firms. Design/methodology/approach A descriptive research design was applied and data was gathered from 389 respondents across industries and different-sized services firms in Norway using a self-administered questionnaire. Findings Results show that the proposed six-dimensional framework of organisational and environmental indicators can be applied to manage seller-customer relationships in a business-to-business environment. Research limitations/implications A six-dimensional framework of organisational and environmental indicators is tested successfully in services firms. Practical implications Increasingly, services firms will need to work closely with business-to-business sellers to proactively adapt to market changes through a co-creation approach to build long-term seller-customer relationships. Originality/value To the best of the authors' knowledge, no previous study has focused on relationship marketing in business-to-business relationships that proposes a conceptual framework based on organisational and environmental indicators of business-to-business sellers' sales performance in services firms.