Customer Loyalty to Whom? Managing the Benefits and Risks of Salesperson-Owned Loyalty
Abstract
In a study of 362 buyer–salesperson dyads using triadic data (from buyer, salesperson, and sales manager), the authors examine both a customer's overall loyalty to the selling firm and the customer's loyalty vested specifically in his or her salesperson. They find that only salesperson-owned loyalty, a newly identified construct, directly affects the more tangible seller financial outcomes of sales growth and selling effectiveness, whereas both...
Paper Details
Title
Customer Loyalty to Whom? Managing the Benefits and Risks of Salesperson-Owned Loyalty
Published Date
May 1, 2007
Volume
44
Issue
2
Pages
185 - 199
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