The Strategic Role of the Salesperson in Reducing Customer Defection in Business Relationships

Johnson, Julie T.; Barksdale Jr., Hiram C.; Boles, James S.
March 2001
Journal of Personal Selling & Sales Management;Spring2001, Vol. 21 Issue 2, p123
Academic Journal
This paper examines the effect of the customer's relationship with the salesperson on defection intentions in a business-to-business setting. Responses were received from 844 decision-makers. Findings indicate that the buyer's perception of equity in a buyer-salesperson relationship is related to both customer satisfaction with the salesperson and commitment to the salesperson. Findings also indicate that buyer satisfaction with the salesperson only indirectly influences a buyer's intentions to defect. Buyer commitment to the salesperson and perceptions of available alternative suppliers directly affect a buyer's defection intentions. The benefit necessary from the new supplier to induce buyer defection only has an indirect effect on buyer intention to defect.


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