Cited by 555Customer Service Quality and LoyaltyConsumer Behavior in Brand Consumption and IdentificationConsumer Market Behavior and Pricing

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Customer Loyalty to Whom? Managing the Benefits and Risks of Salesperson-Owned Loyalty

Palmatier, Robert W., Scheer, Lisa K., Steenkamp, Jan-Benedict E.M.·2007·Journal of Marketing Research

DOI 10.1509/jmkr.44.2.185

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Abstract

In a study of 362 buyer–salesperson dyads using triadic data (from buyer, salesperson, and sales manager), the authors examine both a customer's overall loyalty to the selling firm and the customer's loyalty vested specifically in his or her salesperson. They find that only salesperson-owned loyalty, a newly identified construct, directly affects the more tangible seller financial outcomes of sales growth and selling effectiveness, whereas both salesperson-owned loyalty and loyalty to the selling firm increase the customer's willingness to pay a price premium. A longitudinal study verifies that the positive effect of salesperson-owned loyalty on sales growth persists over time. However, because salesperson-owned loyalty simultaneously increases the seller's risk of losing business if the salesperson defects to a competitor, managers need to manage effectively the benefit–risk trade-off. Increasing relationship-enhancing activities and value received by the customer builds both salesperson-owned loyalty and loyalty to the selling firm. The loyalty-building impact of relationship-enhancing activities is moderated by selling-firm consistency and by the selling firm's and salesperson's loyalty-capturing strategies.

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Authors: Palmatier, R. W., Scheer, L. K., & Steenkamp, J.-B. E. M.
Affiliations: University of Cincinnati (US)
University of Missouri (US)
University of North Carolina at Chapel Hill (US)
Corresponding author: Palmatier, Robert W.
Scheer, Lisa K.
Steenkamp, Jan-Benedict E.M.
ORCID: Palmatier, Robert W.
Scheer, Lisa K.
Steenkamp, Jan-Benedict E.M.
Venue: Journal of Marketing Research
Publisher: SAGE Publications
Published: 2007-05
Volume: 44
Issue: 2
Pages: 185-199
ISSN: 0022-2437 (ISSN-L)
1547-7193
DOI: 10.1509/jmkr.44.2.185
OpenAlex: W2099463741
Cited by: 555
References: 42
Citations by year: 2026: 9 · 2025: 16 · 2024: 16 · 2023: 25 · 2022: 31 · 2021: 31 · 2020: 29 · 2019: 34 · 2018: 38 · 2017: 36 · 2016: 43 · 2015: 40 · 2014: 41 · 2013: 33 · 2012: 32
FWCI: 44.17
Type: journal article
Language: en
Open access: closed
Licence: journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations: Journal of Marketing Research (publishedVersion)
Topics: Social Sciences › Business, Management and Accounting › Marketing › Customer Service Quality and Loyalty
Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
Keywords: customer loyalty, sales growth, price premium, risk-benefit trade-off

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Customer Loyalty to Whom? Managing the Benefits and Risks of Salesperson-Owned Loyalty

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