Business relationships: an examination of the effects of buyer-salesperson relationships on customer retention and willingness to refer and recommend
- UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
- James S. Boles, Professor (Creator)
- Institution
- The University of North Carolina at Greensboro (UNCG )
- Web Site: http://library.uncg.edu/
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.
Business relationships: an examination of the effects of buyer-salesperson relationships on customer retention and willingness to refer and recommend
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Created on 12/28/2021
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Additional Information
- Publication
- Journal of Business and Industrial Marketing 12 (#3 and 4, 1997), 248-258
- Language: English
- Date: 1997
- Keywords
- buyer-seller relationships, customers, retention, salesforce