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
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
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