TITLE

THE ROLES OF MORAL JUDGMENT, CUSTOMER ORIENTED SELLING, AND CUSTOMER TRUST IN DEVELOPING RELATIONAL EXCHANGE AND IMPROVING SALESPERSON PERFORMANCE

AUTHOR(S)
Longfellow, Timothy A.
PUB. DATE
March 1995
SOURCE
Journal of Personal Selling & Sales Management;Spring95, Vol. 15 Issue 2, p72
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
This article provides a theoretical foundation for understanding the relationship between moral judgment and the establishment of long-term customer relationships i.e., relational exchange. The proposes that moral judgment has a positive affect on relational exchange through its affects on customer oriented selling and customer trust. It further suggests that relational exchange is positively associated with salespeople's performance. A better understanding of the relationship between moral judgment, customer trust, and customer oriented selling may be useful for developing long-term customer relationships, and subsequently enhancing salesperson performance.
ACCESSION #
9605143674

 

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