The impact of salespeople's relational behaviors and organizational fairness on customer loyalty: An empirical study in B-to-B relationships

• Published in: Journal of retailing and consumer services Vol. 20; no. 5; pp. 429 - 438
• Main Authors: Poujol, Juliet F., Siadou-martin, Béatrice, Vidal, David, Pellat, Ghislaine
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 01.09.2013; Elsevier
• Subjects: B-to-B relationships; Business administration; Customer loyalty; Fairness; Humanities and Social Sciences; Salesperson relational behaviors; Salesperson relational behaviors; B-to-B relationships; Customer loyalty; Fairness; Salesperson relational behaviors : Fairness
• ISSN: 0969-6989; 1873-1384
• DOI: 10.1016/j.jretconser.2013.03.005

Although customer loyalty has proved to be a powerful determinant of firms' profits, the drivers of loyalty in B-to-B relationships are still unclear. Recognizing that both interpersonal and interorganizational level variables are needed to predict customer loyalty, the aim of this study is to investigate the combined effects of salespersons' relational behavior and organizational fairness in predicting customer satisfaction and loyalty. Results from a field survey in a B-to-B setting show that buyer loyalty is largely determined by the quality of the interpersonal relationship with the seller. Perceived fairness is central for building overall customer satisfaction and loyalty toward the supplier.