Business relationships: an examination of the effects of buyer-salesperson relationships on customer retention and willingness to refer and recommend

Examines the effect of the quality of a salesperson’s relationship with a customer on the likelihood of retaining that customer’s business. Assesses the effects of high/low-quality buyer-salesperson relationships on obtaining referrals and recommendations from a customer. Results indicate that buyers who rated the quality of their relationship with their salesperson as above average were more likely to remain. In addition, above average buyer-salesperson relationships were more likely to generate recommendations and referrals from customers. Suggests that a salesperson’s efforts to build relationships are rewarded by greater customer retention and increased business through referrals and recommendations