The Strategic Role of the Salesperson in Reducing Customer Defection in Business Relationships
- 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: This paper examines the effect of the customer's relationship with the salesperson on defection intentions in a business-to-business setting. Responses were received from 844 decision-makers. Findings indicate that the buyer's perception of equity in a buyer-salesperson relationship is related to both customer satisfaction with the salesperson and commitment to the salesperson. Findings also indicate that buyer satisfaction with the salesperson only indirectly influences a buyer's intentions to defect. Buyer commitment to the salesperson and perceptions of available alternative suppliers directly affect a buyer's defection intentions. The benefit necessary from the new supplier to induce buyer defection only has an indirect effect on buyer intention to defect.
The Strategic Role of the Salesperson in Reducing Customer Defection in Business Relationships
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Created on 12/27/2021
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Additional Information
- Publication
- Journal of Personal Selling and Sales Management, 21 (no. 2, Spring, 2001), pp. 123-134. DOI: 10.1080/08853134.2001.10754263
- Language: English
- Date: 2001
- Keywords
- buyer-salesperson relationships, buyer defection, repetitively used item sales