The Strategic Role of the Salesforce in Developing Customer Satisfaction Across the Relationship Lifecycle

The use of salesreps to build trusting relationships and customer satisfaction is a strategic choice in many organizations. Underlying this is an assumption that a trustworthy salesrep can play a critical role in driving the ultimate success of the firm's strategy to enhance an organizational customer's economic and noneconomic satisfaction. In this research, I contend that the customer relationship lifecycle is a critical moderator of the...