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Driving Trucks and Driving Sales? The Impact of Delivery Personnel on Customer Purchase Behavior


Corresponding author:
Christoph Bode, Swiss Federal Institute of Technology Zurich, Department of Management, Technology, and Economics, Scheuchzerstrasse 7, 8092 Zurich, Switzerland; E-mail:


This study investigates how and under what conditions delivery persons, specifically truck drivers of a supplier firm, affect customers’ purchase behavior in industrial customer–supplier relationships. Drawing on service quality and customer contact literature, we test a proposed theoretical model that suggests a positive direct effect of personal contact quality (provided by a delivery person) on sales as well as three situational constraints that determine the occurrence and strength of the direct effect.