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)
The University of North Carolina at Greensboro (UNCG )
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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.

Additional Information

Journal of Business and Industrial Marketing 12 (#3 and 4, 1997), 248-258
Language: English
Date: 1997
buyer-seller relationships, customers, retention, salesforce

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