Business relationships: an examination of the effects of buyer‐salesperson relationships on customer retention and willingness to refer and recommend

Business relationships: an examination of the effects of buyer‐salesperson relationships on... Examines the effect of the quality of a salesperson’s relationship with a customer on the likelihood of retaining that customer’s business. Assesses the effects of high/low‐quality buyer‐salesperson relationships on obtaining referrals and recommendations from a customer. Results indicate that buyers who rated the quality of their relationship with their salesperson as above average were more likely to remain. In addition, above average buyer‐salesperson relationships were more likely to generate recommendations and referrals from customers. Suggests that a salesperson’s efforts to build relationships are rewarded by greater customer retention and increased business through referrals and recommendations. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business & Industrial Marketing Emerald Publishing

Business relationships: an examination of the effects of buyer‐salesperson relationships on customer retention and willingness to refer and recommend

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Publisher
Emerald Publishing
Copyright
Copyright © 1997 MCB UP Ltd. All rights reserved.
ISSN
0885-8624
DOI
10.1108/08858629710188072
Publisher site
See Article on Publisher Site

Abstract

Examines the effect of the quality of a salesperson’s relationship with a customer on the likelihood of retaining that customer’s business. Assesses the effects of high/low‐quality buyer‐salesperson relationships on obtaining referrals and recommendations from a customer. Results indicate that buyers who rated the quality of their relationship with their salesperson as above average were more likely to remain. In addition, above average buyer‐salesperson relationships were more likely to generate recommendations and referrals from customers. Suggests that a salesperson’s efforts to build relationships are rewarded by greater customer retention and increased business through referrals and recommendations.

Journal

Journal of Business & Industrial MarketingEmerald Publishing

Published: Jun 1, 1997

Keywords: Buyer‐seller relationships; Customers; Retention; Salesforce

References

  • What national account decision makers would tell salespeople about building relationships
    Boles, J.S.; Barksdale, H.C. Jr; Johnson, J.T.
  • Revitalizing your national account marketing program: the NAM audit
    Boles, J.S.; Pilling, B.K.; Goodwyn, G.
  • Developing buyer‐seller relationships
    Dwyer, F.R.; Schurr, P.H.; Oh, S.
  • Organizational buying behavior: toward an integrative framework
    Johnston, W.J.; Lewin, J.E.

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