Access the full text.
Sign up today, get DeepDyve free for 14 days.
A. Kalra, M. Shi, K. Srinivasan (2003)
Salesforce Compensation Scheme and Consumer InferencesManag. Sci., 49
M. Calciu, Francis Salerno (2002)
Customer value modelling: Synthesis and extension proposalsJournal of Targeting, Measurement and Analysis for Marketing, 11
P. Berger, N. Nasr (1998)
Customer lifetime value: Marketing models and applicationsJournal of Interactive Marketing, 12
F. Dwyer (1997)
Customer lifetime valuation to support marketing decision makingJournal of Direct Marketing, 11
R. Morgan, S. Hunt (1994)
The Commitment-Trust Theory of Relationship MarketingJournal of Marketing, 58
W. Reinartz, Vikas Kumar (2000)
On the Profitability of Long-Life Customers in a Noncontractual Setting: An Empirical Investigation and Implications for MarketingJournal of Marketing, 64
Michael Johnson, F. Selnes (2004)
Customer Portfolio Management: Toward a Dynamic Theory of Exchange RelationshipsJournal of Marketing, 68
Sunil Gupta, V. Zeithaml (2006)
Customer Metrics and Their Impact on Financial PerformanceMarketing Science, 25
Paolo Guenzi (2003)
Antecedents and consequences of a firm's selling orientationEuropean Journal of Marketing, 37
Robert Palmatier, L. Scheer, M. Houston, K. Evans, S. Gopalakrishna (2007)
Use of relationship marketing programs in building customer-salesperson and customer-firm relationships: Differential influences on financial outcomesInternational Journal of Research in Marketing, 24
Robert Palmatier (2008)
Interfirm Relational Drivers of Customer ValueJournal of Marketing, 72
Amoy Yang (2005)
Using lifetime value to gain long-term profitabilityJournal of Database Marketing & Customer Strategy Management, 12
D. Jain, Siddharth Singh (2002)
Customer lifetime value research in marketing: A review and future directionsJournal of Interactive Marketing, 16
F. Reichheld, W. Sasser (1990)
Zero defections: quality comes to services.Harvard business review, 68 5
Barton Weitz, Kevin Bradford (1999)
Personal selling and sales management: A relationship marketing perspectiveJournal of the Academy of Marketing Science, 27
D. Collings, N. Baxter (2005)
Valuing customersBT Technology Journal, 23
Robert Blattberg, G. Getz, Jacquelyn Thomas (2001)
Customer Equity: Building and Man-aging Relationships as Valuable Assets
Prof Kumar, Girish Ramani, Timothy Bohling (2004)
Customer lifetime value approaches and best practice applicationsJournal of Interactive Marketing, 18
W. Reinartz, V. Kumar (2002)
The mismanagement of customer loyalty.Harvard business review, 80 7
C. Grönroos (2000)
Creating a Relationship Dialogue: Communication, Interaction and ValueThe Marketing Review, 1
R. Srinivasan, C. Moorman (2005)
Strategic Firm Commitments and Rewards for Customer Relationship Management in Online RetailingJournal of Marketing, 69
John Haughey (1997)
The Loyalty EffectBusiness Ethics Quarterly, 7
Sunil Gupta, D. Lehmann (2003)
Customers as assetsJournal of Interactive Marketing, 17
Vinod Kumar, Ilaria Pozza, J. Petersen, Denish Shah (2009)
Reversing the Logic: The Path to Profitability through Relationship MarketingJournal of Interactive Marketing, 23
Robert Blattberg, John Deighton (1996)
Manage marketing by the customer equity test.Harvard business review, 74 4
F. Mulhern (1999)
Customer Profitability Analysis: Measurement, Concentration, and Research DirectionsJournal of Interactive Marketing, 13
Lawrence Crosby, K. Evans, D. Cowles (1990)
Relationship Quality in Services Selling: An Interpersonal Influence Perspective:Journal of Marketing, 54
L. Ryals, S. Knox (2005)
Measuring risk‐adjusted customer lifetime value and its impact on relationship marketing strategies and shareholder valueEuropean Journal of Marketing, 39
Sunil Gupta, Dominique Hanssens, Bruce Hardie, Wiliam Kahn, Viveka Kumar, N. Lin, N. Ravishanker, S. Sriram (2006)
Modeling Customer Lifetime ValueJournal of Service Research, 9
C. Grönroos (2004)
The relationship marketing process: communication, interaction, dialogue, valueJournal of Business & Industrial Marketing, 19
Arun Sharma, J. Sheth (1997)
Relationship marketing: An agenda for inquiryIndustrial Marketing Management, 26
Annika Ravald, C. Grönroos (1996)
The value concept and relationship marketingEuropean Journal of Marketing, 30
M. Colgate, P. Danaher (2000)
Implementing a customer relationship strategy: The asymmetric impact of poor versus excellent executionJournal of the Academy of Marketing Science, 28
G. Bitran, Susana Mondschein (1996)
Mailing Decisions in the Catalog Sales IndustryManagement Science, 42
Andrés Musalem, Yogesh Joshi (2009)
Research Note - How Much Should You Invest in Each Customer Relationship? A Competitive Strategic ApproachMark. Sci., 28
C. Grönroos (1992)
Service Management and Marketing: Managing the Moments of Truth in Service Competition
Roland Rust, Valarie Zeithaml, Katherine Lemon (2000)
Driving Customer Equity: How Customer Lifetime Value is Reshaping Corporate Strategy (Управление ценностью клиентуры: как ценность клиентской базы изменяет корпоративную стратегию)
P. Fader, Bruce Hardie, Ka Lee (2005)
RFM and CLV: Using Iso-Value Curves for Customer Base AnalysisJournal of Marketing Research, 42
W. Ouchi, O. Williamson (1977)
Markets and Hierarchies: Analysis and Antitrust Implications.Administrative Science Quarterly, 22
Purpose – This paper aims to answer a prominent question that arises for the manager who wishes to recruit a salesperson to maintain and develop a portfolio–customer relationship: Under which condition is this decision profitable for the firm? Though several authors have underscored the importance of the salesperson's role in the creation of purchaser–salesperson relationships, in the author's knowledge, no study has focused on the salesperson's profitability in the relationship approach. This issue is significant for sales managers because the investment in sales force is greater, and the relationship profitability with customers is not guaranteed. Design/methodology/approach – Econometric model based on transaction cost economics theory and dynamic exchange between firm, salesperson and a customer. Specifically, this model links between customer life value, firm financial value, salesperson cost and relationship time. Findings – Three zones are identified that can characterize the dynamic salesperson profitability. It was shown that only one zone can be profitable to the firm. Research limitations/implications – This result is important because it can solve the equivocal posit between scholars with regard to the success or the failure of relationship marketing. This study also specifies the critical retention rate, the critical duration time in which a salesperson begins to be profitable. Originality/value – In the author's knowledge, this study is the first to use an exchange model to show in which conditions the salesperson will be profitable in relationship marketing.
Journal of Modelling in Management – Emerald Publishing
Published: Nov 11, 2014
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
Copy and paste the desired citation format or use the link below to download a file formatted for EndNote
Access the full text.
Sign up today, get DeepDyve free for 14 days.
All DeepDyve websites use cookies to improve your online experience. They were placed on your computer when you launched this website. You can change your cookie settings through your browser.