Investigating the Role of Disciplined Sales Process in Enhancing Customer Satisfaction in B2B Organisations
DOI:
https://doi.org/10.66635/42e53x45Keywords:
Disciplined Sales Process, B2B Customer Satisfaction, CRM Adoption, Sales Process Discipline, Value Co-creationAbstract
As B2B organisations evolve from opportunistic selling to customer-centric growth, a Disciplined Sales Process (DSP) has come into the spotlight. This study aims at understanding the effect of DSP on customer satisfaction, professionalism of the sales team and organizational performance in complex B2B settings. The research brings together the sales process discipline and customer satisfaction/customer relationship management aspects, the two of which are rarely combined in the literature.
Adopting a quantitative, descriptive–explanatory research design, primary data were collected through a structured survey of 152 B2B professionals across manufacturing, technology, and service sectors. The study employs descriptive statistics, Pearson correlation, and regression analysis to examine the relationships among DSP implementation and key outcome variables.
The findings reveal that DSP has a strong and statistically significant positive impact on customer satisfaction, explaining approximately 31% of its variance. Additionally, DSP contributes to enhanced sales team professionalism, while sales team autonomy exhibits a negative moderating effect, suggesting the importance of “bounded autonomy.” However, no significant direct relationship was found between DSP and organisational performance, indicating that financial outcomes depend on broader strategic factors.
The study offers practical insights for organisations to strengthen sales process discipline through structured frameworks, CRM integration, training, and data-driven decision-making. It also contributes theoretically by validating the DSP–customer satisfaction relationship and highlighting the role of process discipline in B2B sales effectiveness.
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