The influence of salespersons’ customer orientation on buyer‐seller relationship development

Abstract

This article reports the results of a theoretically‐based, empirical study which incorporates the paradigm of relationship marketing. Using a sample of organizational buyers, this study examines the influence of salesperson customer‐oriented behavior on the development of buyer‐seller relationships. Integral to this investigation, a measure of buyer‐seller relationship development is generated and evaluated for its reliability and validity. Findings from this study indicate a strong and significant influence between the customer‐oriented behavior of salespeople and the development of customer relationships. The results of this study and the discussion of the implications begin to provide valuable understanding into the antecedents of relationship development and relationship management. The results of this study and their implications for salespeople, managers, and researchers are discussed along with limitations and recommendations for future research.

Citation

Williams, M.R. (1998), "The influence of salespersons’ customer orientation on buyer‐seller relationship development", Journal of Business & Industrial Marketing, Vol. 13 No. 3, pp. 271-287. https://doi.org/10.1108/08858629810222298