Customer Loyalty to Whom? Managing the Benefits and Risks of Salesperson-Owned Loyalty

Abstract

for their input into this project and the anonymous JMR reviewers for their constructive comments.

The bonding effects of relationship value and switching costs in industrial buyer–seller relationships: An investigation into role differences

“…These operate mainly on the person-to-person or person-to-company level (e.g. Palmatier, Scheer, & Steenkamp, 2007) and would certainly offer complementary insights on role differences in buyer-seller relationships in future studies. We also recognize that other theoretical approaches such as power-dependence theory (Emerson, 1962) might additionally shed light on the phenomena in our analysis.…”

Making value co-creation a reality – exploring the co-creative value processes in customer–salesperson interaction

“…The connection between customer and salesperson impacts significantly on the former's assessment of the service delivered and their overall relationship to the service provider (Gremler & Gwinner, 2000). Consequently, relational strategies are most effective when these bonds are built with individuals rather than organisations (Palmatier, Scheer, & Steenkamp, 2007). The salesperson's role has changed considerably since the production-focused era in which the task of an organisation's salespeople was to make cold calls, persuade customers and close sales (Weitz & Bradford, 1999).…”

“…An established connection to a customer can also stimulate re-purchase of the service (Biggemann & Buttle, 2012;Palmatier et al, 2007) According to Lusch et al (2007), the customer's resources contributed to the co-creation process can also comprise skills or information. Accordingly, we found that a substantial group of auction house customers has acquired extensive knowledge about their specific field and the specialists often benefit by learning from them.…”

Determinantes do desempenho empresarial e das vendas cruzadas no varejo

“…No ambiente competitivo, comportamentos tais como identificar a necessidade do cliente e adotar um atendimento especial têm se tornado elementos-chave na construção de um bom relacionamento entre vendedor e comprador (PALMATIER, SCHEER, STEENKAMP, 2007). Tal processo é definido como compreensão das necessidades do comprador (HOM-BURG, GROZDANOVIC, KLARMANN, 2007).…”