Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Relationship selling and customer loyalty: an empirical investigation

Relationship selling and customer loyalty: an empirical investigation Examines how customers’ loyalty is influenced by their relationship with the firm at two distinct levels: the specific relationship customers have with their salesperson; and the overall relationship customers have with the firm. The findings highlight the importance of strong customer‐salesperson relationships in the development of customers’ overall evaluations of the supplier firm. Furthermore, both types of relationship were found to impact positively on the probability of customers exhibiting behavioral loyalty. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Relationship selling and customer loyalty: an empirical investigation

Download PDF
15 pages
Read Article

Loading next page...
 
/lp/emerald-publishing/relationship-selling-and-customer-loyalty-an-empirical-investigation-FV6VvuV3ip
Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
0263-4503
DOI
10.1108/02634500010333316
Publisher site
See Article on Publisher Site

Abstract

Examines how customers’ loyalty is influenced by their relationship with the firm at two distinct levels: the specific relationship customers have with their salesperson; and the overall relationship customers have with the firm. The findings highlight the importance of strong customer‐salesperson relationships in the development of customers’ overall evaluations of the supplier firm. Furthermore, both types of relationship were found to impact positively on the probability of customers exhibiting behavioral loyalty.

Journal

Marketing Intelligence & Planning – Emerald Publishing

Published: Aug 1, 2000

Keywords: Relationship marketing; Trust; Customer loyalty; Sales methods

References

  • Building Strong Brands
    Aaker, David A
  • Attitude‐behavior relations: a theoretical analysis and review of empirical research
    Ajzen, I.; Fishbein, M
  • Estimating nonresponse bias in mail surveys
    Armstrong, J; Overton, T.S
  • Keeping company secrets
    Arnott, N
  • Adoption of new products by the sales force: the construct, research propositions, and managerial implications
    Atuahene‐Gima, K
  • Brand loyalty: the link between attitude and behavior
    Baldinger, A; Rubinson, J
  • Customer‐sales associate retail relationships
    Beatty, S.E; Meyer, M; Coleman, J.E; Reynolds, K.E; Lee, J
  • Prescriptions for a service quality revolution in America
    Berry, L.L; Parasuraman, A
  • How brand image drives brand equity
    Biel, A.L
  • Evaluating service encounters: the effects of physical surroundings and employee responses
    Bitner, M.J
  • Business relationships: an examination of the effects of buyer‐seller relationships on customer retention and willingness to refer and recommend
    Boles, J.S; Barksdale, H.C. Jr; Johnson, J.T.
  • A longitudinal analysis of the impact of service changes on customer attitudes
    Bolton, R.N; Drew, J.H.
  • Boundary‐spanning role employees and the service encounter: some guidelines for management and research
    Bowen, D.E.; Schneider, B.
  • Towards an understanding of loyalty: the moderating role of trust
    Chow, S; Holden, R.
  • Measuring service quality: a reexamination and an extension
    Cronin, J.; Taylor, S.A
  • SERVPERF versus SERVQUAL: reconciling performance‐based and perceptions‐minus‐expectations measurement of service quality
    Cronin, J; Taylor, S.A
  • Effects of relationship marketing on satisfaction, retention and prices in the life insurance industry
    Crosby, L.A; Stephens, N.J
  • Relationship quality in services selling: an interpersonal influence perspective
    Crosby, L.A.; Evans, K.R.; Cowles, D.
  • The variability of attitudinal repeat‐rates
    Dall’Olmo R.F.; Ehrenberg, A.S.C; Castleberry, S.B; Barwise, T.P; Barnard, N.R
  • Scale Development: Theory and Applications
    DeVellis, R.F.
  • An examination of the nature of trust in buyer‐seller relationships
    Doney, P.M.; Cannon, J.P
  • Do customer loyalty programs really work?
    Dowling, G.R; Uncles, M
  • Selling and sales management in action: the use of insight coaching to improve relationship selling
    Doyle, S.X; Roth, G.T
  • Developing buyer‐seller relationships
    Dwyer, F.R; Schurr, P.H.; Oh, S
  • Understanding measuring, and using brand equity
    Dyson, P; Farr, A.; Hollis, N.S
  • Selling with the enemy
    Everett, M
  • Reviving brand loyalty: a reconceptualization within the framework of consumer‐brand relationships
    Fournier, S.; Yao, J.L.
  • Consumer Psychology for Marketing
    Foxall, G.R.; Goldsmith, R.E
  • Generalizations about trust in marketing channel relationships using meta‐analysis
    Geyskens, I; Steenkamp, J.‐B; E.M. and Kumar, N.
  • The effect of salesforce behavior on customer satisfaction: an interactive framework
    Grewal, D; Sharma, A
  • From marketing mix to relationship marketing: towards a paradigm shift in marketing
    Grönroos, C
  • The impact of customer satisfaction and relationship quality on customer retention: a critical reassessment and model development
    Hennig‐Thurau, T; Klee, A
  • Business ethics and job‐related constructs: a cross‐cultural comparison of automotive salespeople
    Honeycutt, E.D; Siguaw, J.A; Hunt, T.G
  • Customer perceptions of service operations: gestalt, incident or mythology?
    Johns, N; Tyas, P
  • Broadening the scope of relationship selling
    Jolson, M.A.
  • An empirical analysis of the relationship between brand loyalty and consumer price elasticity
    Krishnamurthi, L; Raj, S.P
  • The effects of perceived interdependence on dealer attitudes
    Kumar, N; Scheer, L.K; Steenkamp, J.‐B.E.M.
  • The relevance of ethical salesperson behavior on relationship quality: the pharmaceutical industry
    Lagace, R.R.,; Dahlstrom, R; Gassenheimer, J.B
  • What information can relationship marketers obtain from customer evaluations of salespeople?
    Lambert, D.M; Sharma, A; Levy, M.
  • Customer satisfaction in the Australian timeshare industry
    Lawton, L.J.,; Weaver, D.; Faulkner, B
  • Retail relationships and store loyalty: a multi‐level perspective
    Macintosh, G; Lockshin, L.S
  • Relationship development in selling: a cognitive analysis
    Macintosh, G; Anglin, K.A; Szymanski, D.M; Gentry, J.W
  • When reps take the money and run’
    Marchetti, M.
  • The commitment‐trust theory of relationship marketing
    Morgan, R.M; Hunt, S.D
  • Customer‐supplier partnering: a strategy whose time has come
    Napolitano, L
  • A survey‐based method for measuring and understanding brand equity and its extendibility
    Park, C.S; Srinivasan, V.
  • Consumer Behavior and Marketing Strategy
    Peter, J.P; Olson, J.C
  • Listening to your customers: the impact of perceived salesperson listening behavior on relationship outcomes
    Ramsey, R.P; Sohi, R.S
  • Maintaining customer relationships in direct sales: stimulating repeat purchase behavior
    Raymond, M.A; Tanner, J.F. Jr
  • Loyalty and the renaissance of marketing
    Reichheld, F.F
  • Influences on exchange processes: buyers’ preconceptions of a seller’s trustworthiness and bargaining toughness
    Schurr, P.H; Ozanne, J.L.
  • Switching costs in key account relationships
    Sengupta, S; Krapfel, R.E.; Pusateri, M.A
  • Who prefers key account management programs? An investigation of business buying behavior and buying firm characteristics
    Sharma, A
  • Customer satisfaction‐based incentive systems: some managerial and salesperson considerations
    Sharma, A
  • Loyalty programs and their impact on repeat‐purchase loyalty patterns
    Sharp, B.; Sharp, A
  • Three conceptualisations of loyalty
    Sharp, B; Rundle‐Thiele, S; Dawes, J
  • Effects of supplier market orientation on distributor market orientation and the channel relationship: the distributor perspective
    Siguaw, J.A.; Simpson, P.M.; Baker, T.L
  • Issues in conducting marketing strategy research
    Slater, S.F
  • What bad impressions say about employees (part I)
    Snyder, R.A
  • An empirical examination of a model of perceived service quality and satisfaction
    Spreng, R.A; MacKoy, R.D
  • Gaining customer trust: a conceptual guide for the salesperson
    Swan, J.E.; Nolan, J.J
  • Measuring dimensions of purchaser trust of industrial salespeople
    Swan, J.E; Trawick, I.F. Jr; Rink, D.R; Roberts, J.J.
  • Customer value: the next source of competitive advantage
    Woodruff, R.B
  • From the practitioners desk: a comment on ‘broadening the scope of relationship selling
    Yoho, D
  • A concept of commitment: alternative views of relational continuity in business service relationships
    Young, L.; Denize, S
  • The behavioral consequences of service quality
    Zeithaml, V.A; Berry, L.L; Parasuraman, A