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| Author: | Palmatier, R.W (et al.) |
| Title: | Use of relationship marketing programs in building customer-salesperson and customer-firm relationships:Differential influences on financial outcomes |
| Journal: | International Journal of Research in Marketing
2007 : SEP, VOL. 24:3, pp. 210-223 |
| Index terms: | relationship marketing quality customer relationship management (crm) |
| Freeterms: | entitativity |
| Language: | eng |
| Abstract: | In this study the authors investigate an important question: Does a firm's relationship marketing truly pay off by enhancing financial outcomes? They examine the effects of relationship marketing on a buyer's simultaneous person-to-firm relationship with the selling firm and his/her interpersonal relationship with the salesperson. The authors offer and test a theoretical model explicating (1) how a seller's social, structural, and financial relationship marketing programs affect buyer relationship quality with the salesperson and the selling company and (2) how those relationship qualities in the end generate seller financial outcomes. The authors found out that relationship marketing programs do build buyer relationship quality, but whether those relationship-building effects exist in with the salesperson or the selling company depends on buyer perceptions regarding salesperson versus selling firm control of those programs. |
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