Impact of the consideration of future sales consequences and customer‐oriented selling on long‐term buyer‐seller relationships

Roberta J. Schultz · David J. Good

79 citations0/0 files storedJournal of Business and Industrial Marketing

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Customer Service Quality and Loyalty Quality and Supply Management Employee Performance and Motivation

Abstract

The value of long‐term relationships has become a widely studied variable in marketing. This article investigates two important characteristics of salespeople (consideration of future sales consequences and customer‐oriented selling) and their effects on the usage of long‐term relationships. In turn, associations between a long‐term relationship orientation, and a preference for long‐term compensation are explored. The findings suggest managerial and research implications for structuring of reward systems and potential tools for recruiting, selection and assignment of salespeople based on these characteristics.

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References

1977Estimating Nonresponse Bias in Mail Surveys 1977Estimating Nonresponse Bias in Mail Surveys 1993Market Orientation: Antecedents and Consequences 1994Determinants of Long-Term Orientation in Buyer-Seller Relationships 1993Market Orientation: Antecedents and Consequences 1993Corporate Culture, Customer Orientation, and Innovativeness in Japanese Firms: A Quadrad Analysis 1992The Use of Pledges to Build and Sustain Commitment in Distribution Channels 1992The Changing Role of Marketing in the Corporation

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2005CRM in Sales-Intensive Organizations: A Review and Future Directions 2010Is consideration of future consequences a changeable construct?2011Compensation and control sales policies, and sales performance: the field sales manager's points of view 2010The impact of new technologies on customer satisfaction and business to business customer relationships: Evidence from the soft drinks industry 2003The potential influence of organizational and personal variables on customer‐oriented selling

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