Title

Customer Sales Associate Retail Relationships

Authors

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