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The impact of salespeople's relational behaviors and organizational fairness on customer loyalty: An empirical study in B-to-B relationships

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  • Poujol, Juliet F.
  • Siadou-martin, Béatrice
  • Vidal, David
  • Pellat, Ghislaine

Abstract

Although customer loyalty has proved to be a powerful determinant of firms' profits, the drivers of loyalty in B-to-B relationships are still unclear. Recognizing that both interpersonal and interorganizational level variables are needed to predict customer loyalty, the aim of this study is to investigate the combined effects of salespersons' relational behavior and organizational fairness in predicting customer satisfaction and loyalty. Results from a field survey in a B-to-B setting show that buyer loyalty is largely determined by the quality of the interpersonal relationship with the seller. Perceived fairness is central for building overall customer satisfaction and loyalty toward the supplier.

Suggested Citation

  • Poujol, Juliet F. & Siadou-martin, Béatrice & Vidal, David & Pellat, Ghislaine, 2013. "The impact of salespeople's relational behaviors and organizational fairness on customer loyalty: An empirical study in B-to-B relationships," Journal of Retailing and Consumer Services, Elsevier, vol. 20(5), pages 429-438.
    • Handle: RePEc:eee:joreco:v:20:y:2013:i:5:p:429-438
    DOI: 10.1016/j.jretconser.2013.03.005
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    References listed on IDEAS

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    Cited by:

    1. Pantano, Eleonora & Migliarese, Piero, 2014. "Exploiting consumer–employee–retailer interactions in technology-enriched retail environments through a relational lens," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 958-965.
    2. Mu-Chen Chen & Kuo-Chien Chang & Chia-Lin Hsu & German Alcibiades Vega Leon, 2018. "Investigating the impacts of guanxi and relationship marketing in port logistics: two cases," Maritime Economics & Logistics, Palgrave Macmillan;International Association of Maritime Economists (IAME), vol. 20(4), pages 603-623, December.
    3. Jia, Fang & Wei, Liyuan & Jiang, Ling & Hu, Zuohao & Yang, Zhilin, 2021. "Curbing opportunism in marketing channels: The roles of influence strategy and perceived fairness," Journal of Business Research, Elsevier, vol. 131(C), pages 69-80.
    4. Choi, Yu Hua & Choo, Ho Jung, 2016. "Effects of Chinese consumers' relationship benefits and satisfaction on attitudes toward foreign fashion brands:The moderating role of country of salesperson," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 99-106.
    5. Arditto, Luis & Cambra-Fierro, Jesús J. & Fuentes-Blasco, María & Jaraba, Ana Olavarría & Vázquez-Carrasco, Rosario, 2020. "“How does customer perception of salespeople influence the relationship? A study in an emerging economyâ€," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).

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