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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

Author

Listed:
  • Juliet Poujol

    (MRM - Montpellier Research in Management - UM1 - Université Montpellier 1 - UPVM - Université Paul-Valéry - Montpellier 3 - UM2 - Université Montpellier 2 - Sciences et Techniques - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School)

  • Béatrice Siadou-Martin

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

  • David Vidal

    (UM - Université de Montpellier, MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier)

  • Ghislaine Pellat

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique)

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 interorganiza-tional 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.

Suggested Citation

  • Juliet Poujol & Béatrice Siadou-Martin & David Vidal & Ghislaine Pellat, 2013. "The impact of salespeople's relational behaviors and organizational fairness on customer loyalty: An empirical study in B-to-B relationships," Post-Print hal-01992773, HAL.
    • Handle: RePEc:hal:journl:hal-01992773
    DOI: 10.1016/j.jretconser.2013.03.005
    Note: View the original document on HAL open archive server: https://hal.umontpellier.fr/hal-01992773v1
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    References listed on IDEAS

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    Cited by:

    1. Pantano, Eleonora & Migliarese, Piero, 2014. "Exploiting consumer–employee–retailer interactions in technology-enriched retail environments through a relational lens," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 958-965.
    2. Jia, Fang & Wei, Liyuan & Jiang, Ling & Hu, Zuohao & Yang, Zhilin, 2021. "Curbing opportunism in marketing channels: The roles of influence strategy and perceived fairness," Journal of Business Research, Elsevier, vol. 131(C), pages 69-80.
    3. Arditto, Luis & Cambra-Fierro, Jesús J. & Fuentes-Blasco, María & Jaraba, Ana Olavarría & Vázquez-Carrasco, Rosario, 2020. "“How does customer perception of salespeople influence the relationship? A study in an emerging economyâ€," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    4. Choi, Yu Hua & Choo, Ho Jung, 2016. "Effects of Chinese consumers' relationship benefits and satisfaction on attitudes toward foreign fashion brands:The moderating role of country of salesperson," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 99-106.

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