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

Frankwick, Gary L.; Porter, Stephen S.; Crosby, Lawrence A.
March 2001
Journal of Personal Selling & Sales Management;Spring2001, Vol. 21 Issue 2, p135
Academic Journal
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. The authors 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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