The Effects of Business Orientation on Relationship Quality in B2B Transaction of MRO Companies: Mediating Effect of Rapport

The purpose of this study is to derive a strategy to improve competitiveness at the enterprise level and the sales staff level in order to revitalize B2B business of MRO companies suffering from a drop in sales due to depression. Therefore, we investigate the relationship between the sales orientation of MRO company salespeople and service quality of supply companies, rapport formed between sales staff and purchasing companies. The data for the study is the total of 246 valid questionnaires for purchasing companies that directly or indirectly deal with A MRO company. This result implies that suppliers need to make aggressive efforts to improve service quality. In addition, in order to improve the quality of the rapporteur relationship, it is important that the result of actual service provided to the purchasing company is important. It suggested that salespeople should support the role of facilitator as well as technical expertise for transactional relationships with purchasing companies. Therefore, supply companies need to invest in selection and training of sales staff, and to constantly check the sales staff’s attitude toward customers and efforts for customers.