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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In the citing paper
“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)
Citations
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Cited by
Sorted by citations
Factors Influencing the Effectiveness of Relationship Marketing: A Meta-AnalysisPreprint
Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006) · SSRN Electronic Journal · doi:10.2139/ssrn.904647 · Cited by 1,997
Self-citationHollebeek, L. D., Srivastava, R. K., & Chen, T. (2016) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-016-0494-5 · Cited by 1,127
“In line with Reinartz et al.’s (2004, p. 295) definition of CRM (cf. Introduction), we adopt the latter, broader perspective (Palmatier et al. 2006, 2007, 2009; Hult 2015).”
Marketing in the Sharing Economy
Eckhardt, G. M., Houston, M. B., Jiang, B., Lamberton, C. P., Rindfleisch, A., & Zervas, G. (2019) · Journal of Marketing · doi:10.1177/0022242919861929 · Cited by 835
“Some insights can be drawn from extant research that recognizes that differing relational levels often coexist (e.g., Palmatier, Scheer, and Steenkamp 2007).”
BackgroundData Privacy: Effects on Customer and Firm Performance
Martin, K. D., Borah, A., & Palmatier, R. W. (2017) · Journal of Marketing · doi:10.1509/jm.15.0497 · Cited by 786
Self-citationUnderstanding social media effects across seller, retailer, and consumer interactions
Rapp, A. A., Beitelspacher, L. S., Grewal, D., & Hughes, D. E. (2013) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-013-0326-9 · Cited by 700
“To reduce opportunism, organizations actively seek to form alliances marked by trust and rich information exchanges (Gulati and Gargiulo 1999) which stem from open communication (Palmatier et al. 2007a, b).”
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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