Journal ArticleDOI
Salesmen in Conflict: A Challenge to Marketing:
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In this article, a study of insurance underwriters highlights a paradox facing these highly-trained salesmen: they want to be popular and well respected, but their success in selling rests in part on the need to...Abstract:
This study of insurance underwriters highlights a paradox facing these highly-trained salesmen. They want to be popular and well respected, but their success in selling rests in part on the need to...read more
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Journal ArticleDOI
Friendship versus Business in Marketing Relationships
TL;DR: In this paper, a role theory framework and data collected from a survey of 685 direct-selling agents was used to investigate whether a conflict between friendship and instrumentality can undermine some of the business outcomes that friendship might otherwise foster, and they found that this conflict is more severe for friendships that become business relationships than for business relationships that become friendships.
Journal ArticleDOI
The Role of Business and Friendships on WeChat Business: An Emerging Business Model in China
Shuai Yang,Sixing Chen,Bin Li +2 more
TL;DR: Zhang et al. as mentioned in this paper examined the effectiveness of the two relationship strategies using data from a field experiment through the WeChat platform by an apparel firm and found that development of friendships with new customers can help the strategy of developing business relationships; but developing friendships and business relationships with experienced customers negates each other.
Journal ArticleDOI
Reflections on Business
TL;DR: In this article, a survey illustrates that studies of buying behavior contribute to an understanding of social stratification, reference groups, and, in general, the relation between individual disposition and social environment.
Journal ArticleDOI
The antecedents of salespeople's relational behaviors
Lei Guo,Irene C. L. Ng +1 more
TL;DR: In this paper, the authors examined the driving factors of salespeople's relational behaviors in the business to business marketing context and found that communal orientation, perceived reciprocity from the customer, and a liking for the customer positively affected relational behaviors, whilst exchange orientation had a negative impact on those behaviors.
Dissertation
The Investigation of Drivers for Cultivating Interpersonal Relationships with Customers
TL;DR: In this article, the authors investigated the role of interpersonal relationships between individual service providers and customers in a maintenance, repair and overhaul environment where firms need to deliver outcomes jointly with the customer.