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Impact of the consideration of future sales consequences and customer‐oriented selling on long‐term buyer‐seller relationships

Roberta J. Schultz (Visiting Assistant Professor, Department of Marketing, Western Michigan University, Michigan, USA)
David J. Good (Associate Professor of Marketing, Department of Marketing, College of Business and Economics, Central Missouri State University, Warrensburg, Missouri, USA)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 1 July 2000

Abstract

The value of long‐term relationships has become a widely studied variable in marketing. This article investigates two important characteristics of salespeople (consideration of future sales consequences and customer‐oriented selling) and their effects on the usage of long‐term relationships. In turn, associations between a long‐term relationship orientation, and a preference for long‐term compensation are explored. The findings suggest managerial and research implications for structuring of reward systems and potential tools for recruiting, selection and assignment of salespeople based on these characteristics.

Keywords

Citation

Schultz, R.J. and Good, D.J. (2000), "Impact of the consideration of future sales consequences and customer‐oriented selling on long‐term buyer‐seller relationships", Journal of Business & Industrial Marketing, Vol. 15 No. 4, pp. 200-215. https://doi.org/10.1108/08858620010335056

Publisher

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MCB UP Ltd

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