Buyer Loyalty in Business Markets: Can the Firm and Salesperson Get What They Truly Desire?
Autor: | Yu Long, Xiaoyan Wang, Lim Elison Ai Ching, Guocai Wang, Wee Chow Hou |
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Rok vydání: | 2015 |
Předmět: | |
Zdroj: | Journal of Business-to-Business Marketing. 22:197-210 |
ISSN: | 1547-0628 1051-712X |
DOI: | 10.1080/1051712x.2015.1081018 |
Popis: | Purpose: Prior literature has acknowledged multi-foci customer loyalties (loyalty to the selling firm and salesperson-owned loyalty) and argued that both entities (selling firms and salespersons) foster customer loyalty through respective loyalty-capturing efforts (relationship investments). However, scholars have not investigated the influences of different types of interfirm relationship-specific investment (RSI) activities and salesperson behaviors (brand-building and guanxi behavior) on customer loyalty to the selling firm and salesperson-owned loyalty, especially their simultaneous (interaction) effects. The current research attempts to address this issue and examines the impacts that RSIs and salesperson behaviors have on customer loyalties.Methodology/approach: A survey of seller–buyer dyads was conducted to test the proposed theoretical model and hypotheses. Using 192 dyadic data from customers and salespersons in the Chinese business-to-business contexts, this study specifies the direct a... |
Databáze: | OpenAIRE |
Externí odkaz: | |
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