Business Commons^™

Customer Perspectives On Sales Strategies: A Relational Approach, Juliana Catherine White

LSU Doctoral Dissertations

Relationship marketing strategies have long been known to affect salespeople and the customers they serve. However, there is still much to learn about the mechanisms that drive such buyer-seller relationships. This research examines how a salesperson’s behavior, relational orientation, and individual disposition dynamically interact to influence customers in the business to business marketing environment. Data collected from the customers’ point of view reveal several unique salesperson competencies and strategies that affect the buyer-seller relationship. The final dataset (n = 206) included customers’ observations about their salesperson and perceptions of relationship quality. The key findings suggest that the perceived quality of …