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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 and Industrial Marketing – Emerald Publishing
Published: Jun 1, 1997
Keywords: Buyer‐seller relationships; Customers; Retention; Salesforce