Relationship Selling Case Study

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In 1988, Kotler stated the first block of relationship marketing programs that occurs between the buyer and the salesperson. (Kolter, 1988). Kotler continued his identification for relationship selling as he said “the seller who knows how to build and manage strong relationship with key customers will have plenty of future sales from these customers”. (Kolter, 1988). As a result, many corporations are noticing that relationship selling has a strong advantage. On the other hand, Dupont taught its salespersons how important of building consumer-salesperson relationship and its positive influence on the sales of the organization. Also the techniques of evolving this relationship. (Dupont, 1987). Moreover, Crosby LA and Evans KR agreed on Dupont …show more content…
Some firms having strong competition to conquer …show more content…
(Wetiz & Bradford, 1985). Years later Guenzi agreed on the mentioned above and added that attitudes and behavior is the dynamic influence from the salespeople that can offer to the consumer the option rather to have positive impact towards this firm or not. Therefore attitudes and behavior affect customer at the point of purchase phase and this leads to create a relationship between customer and salesperson aiding the long-term relationship between customer and the firm. (Guenzi, 2002). As a result, communication process is strongly affected by the behavior of salesperson as Kotler and Armstrong stated. (Kotler & Armstrong, 2001). In addition, Dolen and Lemmink concluded that those attitude are tended to be critical drivers to reach customer satisfaction and to formulate the relationship. (Dolen & Lemmink, 2002). However, consumer could have different perspectives towards salespersons and these differences may appearing from the different types of characteristics of customers also environmental conditions could be considered as a factor to influence that behavior. According to what Jobber and Lancaster stated.
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