Building Buyer Commitment to the Salesperson
Marketing and Professional Sales
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.
Rutherford, Brian. "Building Buyer Commitment to the Salesperson." Journal of Business Research 65.7 (2012): 960-7. Print.