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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

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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

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