Customer-Oriented Selling: A Review, Extension, and Directions for Future Research

Charles H. Schwepker

169 citations0/0 files storedJournal of Personal Selling and Sales Management

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Customer Service Quality and Loyalty Marketing and Advertising Strategies Employee Performance and Motivation

Abstract

As customer-relationship selling continues to emerge as a significant selling strategy, the role of customer-oriented selling takes on added significance. The personal selling relationship literature lacks a comprehensive review that summarizes and organizes the empirical research regarding customer-oriented selling. Subsequently, it is unclear what exactly has been learned by research on customer-oriented selling and what questions remain to be answered. Therefore, this paper addresses these concerns by reviewing the current literature in customer-oriented selling, offering propositions to extend our understanding, providing directions for developing a customer-oriented sales force based on our current understanding, and offering suggestions for future research.

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References

1994The Commitment-Trust Theory of Relationship Marketing 1981The measurement of experienced burnout 1973The nature of human values 1987Developing Buyer-Seller Relationships 1990The Effect of a Market Orientation on Business Profitability 1994Determinants of Long-Term Orientation in Buyer-Seller Relationships 1990A review and meta-analysis of the antecedents, correlates, and consequences of organizational commitment.1990Relationship Quality in Services Selling: An Interpersonal Influence Perspective

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