Title

Building Buyer Commitment to the Salesperson

Department

Marketing & Professional Sales

Document Type

Article

Publication Date

7-2012

Abstract

The purpose of this study is to examine predictors of buyer's commitment to the salesperson. Using the Geyskens et al. (1999) meta-analysis as a base for hypothesis development, this study examines economic satisfaction, non-economic satisfaction, conflict, trust, and commitment. Further, this study examines four additional linkages based on research since the publication of the meta-analysis. Study findings provide evidence that examining additional linkages beyond those which are examined in the Geyskens et al. meta-analysis are beneficial to explaining buyer–salesperson relationships. The importance of examining economic and relational based constructs is highlighted.