Customer Sales Associate Retail Relationships
Abbreviated Journal Title
ORGANIZATIONAL-BEHAVIOR; SERVICE ENCOUNTERS; MARKET ORIENTATION; MOTIVATION; PERCEPTIONS; SALESPEOPLE; COMMITMENT; EMPLOYEES; KNOWLEDGE; SHOPPER; Business
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 of Retailing
"Customer Sales Associate Retail Relationships" (1996). Faculty Bibliography 1990s. 3028.