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Relationship Quality in Services Selling: An Interpersonal Influence Perspective

Lawrence A. Crosby, Kenneth R. Evans and Deborah Cowles
Journal of Marketing
Vol. 54, No. 3 (Jul., 1990), pp. 68-81
DOI: 10.2307/1251817
Stable URL: http://www.jstor.org/stable/1251817
Page Count: 14
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Relationship Quality in Services Selling: An Interpersonal Influence Perspective
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Abstract

Salespeople involved in the marketing of complex services often perform the role of "relationship manager." It is, in part, the quality of the relationship between the salesperson and the customer that determines the probability of continued interchange between those parties in the future. A relationship quality model is advanced and tested that examines the nature, consequences, and antecedents of relationship quality, as perceived by the customer. The findings suggest that future sales opportunities depend mostly on relationship quality (i. e., trust and satisfaction), whereas the ability to convert those opportunities into sales hinges more on conventional source characteristics of similarity and expertise. Relational selling behaviors such as cooperative intentions, mutual disclosure, and intensive followup contact generally produce a strong buyer-seller bond.

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