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The impact of salespeople's relational behaviors and organizational fairness on customer loyalty: An empirical study in B-to-B relationships |
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| Authors: | Juliet F. Poujol Béatrice Siadou-martin David Vidal Ghislaine Pellat |
| Affiliation: | 1. MRM—Montpellier Research in Management, INSEEC Paris, 27 Avenue Claude Vellefaux, 75010 Paris, France;2. MRM—Montpellier Research in Management, IUT—University of Montpellier 2, 99 avenue d''Occitanie, 34095 Montpellier Cedex 5, France;3. CERAG, IUT II—University of Grenoble, Place Doyen Gosse, 38 031 Grenoble Cedex, France;1. College of Business, Central Washington University, 20000 68th Avenue W, Lynnwood, WA 98036, USA;2. Whitman School of Management, Syracuse University, 721 University Avenue, Syracuse, NY 13244-2450, USA;1. Department of Design, Housing and Apparel, University of Minnesota, 240 McNeal Hall, 1985 Buford Ave., St. Paul, MN 55108, USA;2. Department of Family and Consumer Sciences, California State University Long Beach, 1250 Bellflower Blvd., Long Beach, CA 90840, USA;1. School of Economics and Management, Lund University, Sweden;2. School of Management, University of Bradford, UK |
| Abstract: | Although customer loyalty has proved to be a powerful determinant of firms' profits, the drivers of loyalty in B-to-B relationships are still unclear. Recognizing that both interpersonal and interorganizational level variables are needed to predict customer loyalty, the aim of this study is to investigate the combined effects of salespersons' relational behavior and organizational fairness in predicting customer satisfaction and loyalty. Results from a field survey in a B-to-B setting show that buyer loyalty is largely determined by the quality of the interpersonal relationship with the seller. Perceived fairness is central for building overall customer satisfaction and loyalty toward the supplier. |
| Keywords: | Customer loyalty Salesperson relational behaviors Fairness B-to-B relationships |
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