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Trusting relationships: how salespeople view the quality of relationships with friends and customers
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
2008 (English)In: Bestuursdinamika, ISSN 1019-567X, Vol. 17, no 3, p. 20-27Article in journal (Refereed) Published
Abstract [en]

Friendships between customers and salespeople are frequently unquestioned phenomena. The marketing and sales literature suggests that the relationships between salespeople and their customers often develop into close friendships. Moreover, salespeople are often encouraged to treat customers like their best friends. What if this exhortation rests on a false premise and customers are not the same as friends? This study sheds light on the nature of friendship between salespeople and their customers. A survey was undertaken of the sales force of a large Swedish financial services company. Contrary to the literature, salespeople do not perceive the relationship quality with customers in the same way as they view relationships with friends. Furthermore, there are significant differences between how salespeople view relationship quality between "good" and ''bad'' customers. These findings have important managerial and research implications.

Place, publisher, year, edition, pages
2008. Vol. 17, no 3, p. 20-27
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
URN: urn:nbn:se:ltu:diva-10142Local ID: 8e5b4ee0-e4d1-11de-bae5-000ea68e967bOAI: oai:DiVA.org:ltu-10142DiVA, id: diva2:983082
Note
Validerad; 2008; 20091209 (larsbm)Available from: 2016-09-29 Created: 2016-09-29 Last updated: 2017-11-24Bibliographically approved

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Bäckström, Lars

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  • nn-NB
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  • Other locale
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