The DOI matches its Crossref record; 42 of the 42 references it cites were found in a registry or an index.
Customer Loyalty to Whom? Managing the Benefits and Risks of Salesperson-Owned Loyalty
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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“Similarly, customers who enjoy social benefits due to friendly relations with employees often express loyalty toward a particular employee (Bove and Johnson 2006; Palmatier et al. 2007), which makes it harder to switch (Jones et al. 2002).”
From Understanding and managing customer relational benefits in services: a meta-analysis (2020) · cites this paper as Palmatier et al. 2007
In the citing paper
“this meta-analysis includes only customer loyalty toward an organization as an insufficient number of studies examine customer loyalty toward a frontline employee.”
From Understanding and managing customer relational benefits in services: a meta-analysis (2020) · cites this paper as Palmatier et al. (2007)
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Background
Metadata
- 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.
- 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
- 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
- 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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