B2B vs B2C Sales: A Comparative Study on Salesperson Satisfaction and Job Engagement

Abstract

Business-to-business (B2B or, in some countries, BtoB) refers to a scenario in which two businesses transact business. Typically, this happens when: • A company is sourcing raw materials, or giving input to the other business that will produce output, for their production process (for example, a food producer buying salt). • For operational purposes, a business needs the assistance of another party (for example, a food producer hiring an accounting firm to audit its financials). • A company resells products and services created by other companies (for instance, a store purchasing the finished good from a food manufacturer. The term "business-to-consumer" (B2C) refers to a model of commerce between a company and a single customer. Despite the fact that B2C can refer to any form of direct-to-consumer selling, it is now frequently used in relation to operate an online store, also known as ecommerce or e-tailing. Business to Consumer (B2C) enterprises are different from Business to Business (B2B) organisations in that they concentrate on selling their goods or services directly to consumers rather than other businesses. The most common business model for people creating an online store is by far B2C. "Key elements influencing sales effectiveness and overall business success are salesperson engagement and contentment with their jobs. There is, however, a dearth of thorough study contrasting salesperson work engagement and satisfaction in B2B versus B2C sales contexts. In order to comprehend how these characteristics may vary across the two sales approaches, it is necessary to identify, contrast, and analyse the factors that lead to salesperson happiness and job engagement in B2B and B2C sales. The project's goal is to fill this knowledge vacuum in the literature by offering insights that can assist companies optimise their sales strategies and raise salesperson engagement and work happiness, which will eventually increase sales performance and business outcomes.