Examines the effect of relationship selling activities on salesperson performance. It further explores the link between demographic selection criteria and the propensity of a salesperson to perform relationship selling behaviors. Relationship selling behaviors as examined in this study include interaction intensity, mutual disclosure, and cooperative intentions. The study was based on a sample of 487 business‐to‐business insurance salespeople. Findings indicate that interaction intensity and mutual disclosure have a significant effect on salesperson performance. Cooperative intentions do not influence performance. Results further demonstrate that some demographic criteria appear to be related to a salesperson’s likelihood of engaging in relationship selling.
Journal of Business & Industrial Marketing – Emerald Publishing
Published: Apr 1, 2000
Keywords: Selling; Sales methods; Business‐to‐business marketing; Relationshipmarketing
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