Dynamics of Relationship Selling: A Longitudinal Examination of Changes in Salesperson-customer Relationship Status

Gary L. Frankwick · Stephen S. Porter · Lawrence A. Crosby

63 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

Based on Weber's theory of social hierarchies, we employ the “salesperson-customer relationship status” concept to characterize strength of the salesperson-customer bond. Different levels of relationship status are described, tracked over time, and empirically related to strategic goals of customer retention and enhancement. We examine relationship selling activities to explain changes in salesperson-customer relationship status. Survey results suggest greater contact by salespeople contributes significantly to maintenance or improvement in customer rated salesperson status, service retention rates, and additional service purchases. However, customers classifying salespeople in the second highest status are most likely to replace current products with competing products.

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References

1994The Commitment-Trust Theory of Relationship Marketing 1979Transaction-Cost Economics: The Governance of Contractual Relations 1987Developing Buyer-Seller Relationships 1974Foundations of Behavioral Research 1999The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships 1990Relationship Quality in Services Selling: An Interpersonal Influence Perspective 1992Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations 1995Relationship Marketing of Services--Growing Interest, Emerging Perspectives

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