Title

Customer-Sales Associate Retail Relationships

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 loyalty to the company and customer. © 1996 New York University. All rights of reproduction in any form reserved.

Publication Date

9-1-1996

Publication Title

Journal of Retailing

Volume

72

Issue

3

Number of Pages

223-247

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1016/S0022-4359(96)90028-7

Socpus ID

0030242146 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/0030242146

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