Customer Sales Associate Retail Relationships

    Authors

    S. E. Beatty; M. Mayer; J. E. Coleman; K. E. Reynolds;J. K. Lee

    Comments

    Authors: contact us about adding a copy of your work at STARS@ucf.edu

    Abbreviated Journal Title

    J. Retail.

    Keywords

    ORGANIZATIONAL-BEHAVIOR; SERVICE ENCOUNTERS; MARKET ORIENTATION; MOTIVATION; PERCEPTIONS; SALESPEOPLE; COMMITMENT; EMPLOYEES; KNOWLEDGE; SHOPPER; Business

    Abstract

    We examine one-on-one relationships between customers and sales associates, which we refer to as relationship selling to differentiate it from relationship marketing, using a qualitative research approach. We conducted observations of and interviews with a successful group of retail sales associates and a set of their ''call customers.'' Based on our data, a relationship formation/enhancement model emerged, which focused on: (1) commitment and orientation to customer service by top management and employees, as well as a desire for a relationship by the customer; (2) augmented personal service and team playing by employees; (3) repeat customer-employee interactions based on trust, friendship, and functionality; and (4) development of customer loyalty to the sales associate and firm, and employee reinforcement and loyally to the company and customer.

    Journal Title

    Journal of Retailing

    Volume

    72

    Issue/Number

    3

    Publication Date

    1-1-1996

    Document Type

    Article

    Language

    English

    First Page

    223

    Last Page

    247

    WOS Identifier

    WOS:A1996VJ77900001

    ISSN

    0022-4359

    Share

    COinS