Exploring the Influence of a Salesperson's Selling Approach on Buyer-Seller Relationship Outcomes

Ozcan Kilic and Darryl W. Miller
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Ozcan Kilic: University of Wisconsin River Falls, River Falls, Wi, USA
Darryl W. Miller: University of Wisconsin River Falls, River Falls, Wi, USA

International Journal of Customer Relationship Marketing and Management (IJCRMM), 2014, vol. 5, issue 1, 1-15

Abstract: It is widely recognized that a salesperson's selling approach is of crucial importance to buyer-seller relationship development. This study examines the influence of a salesperson's selling approach on buyer-seller relationship outcomes. A model was developed and tested via structural equation modeling (SEM). Data collected from a dealership network in the blue jeans industry was used to test the model. Exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were used to purify the measurement scale. Results indicate that a salesperson's customer orientation positively influences customer commitment. Surprisingly customer satisfaction does not affect customer commitment. Results also indicate that culture specific measurement scales of satisfaction, trust and commitment will lead to a better understanding and comparison of these constructs in international markets. Theoretical and managerial implications of these findings are also discussed.

Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jcrmm0:v:5:y:2014:i:1:p:1-15

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International Journal of Customer Relationship Marketing and Management (IJCRMM) is currently edited by Riyad Eid

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