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| Author: | Crosby, L. A. Evans, K. R. Cowies, D. |
| Title: | Relationship quality in services selling: an interpersonal influence perspective |
| Journal: | Journal of Marketing
1990 : JUL, VOL. 54:3, p. 68-81 |
| Index terms: | SERVICE INDUSTRIES SALESMEN SELLING UNCERTAINTY QUALITY SERVICE MARKETING |
| Language: | eng |
| Abstract: | In the marketing of complex services sales people control the level of relationship quality. A relationship quality sales model, that represents structural characteristics of enduring sales relationship in service selling, is depicted and tested. The importance of reducing perceived uncertainty, relationship consequences /sales effectiveness and anticipation of future interaction/, relational selling behaviours and sales person attributes are discussed. The findings suggest that future sales opportunities depend mostly on relationship quality /trust and satisfaction/; the ability to convert those opportunities into sales hinges on similarity and expertise. Relational selling behaviours may produce a strong buyer-seller bond. |
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