Lawrence A. Crosby

Relationship Quality in Services Selling: An Interpersonal Influence Perspective

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 ...

Relational bonds in industrial exchange: An experimental test of the transaction cost economic framework

Abstract A central issue in manufacturer-supplier relationships revolves around mechanisms that regulate or control exchange processes. An experimental test of a model of relational closeness is provided, representing an extension to the basic transaction cost economics framework. The model draws on relational exchange theory in the treatment of governance. Subjects for the experiment were midlevel purchasing personnel, drawn from aerospace, electronics, and defense contracting firms. Findings demonstrate that transaction costs are influenced by dimensions of the exchange, including asset specificity and external uncertainty.In turn, transaction costs are linked to important dimensions of relationalism. Implications for theory and practice are presented.

A Contingency Approach to Adaptive Selling Behavior and Sales Performance: Selling Situations and Salesperson Characteristics

The Weitz (1981) model of adaptive selling suggests that situational variables will moderate the relationship between adaptive selling behavior and sales performance. In this paper, a path model is analyzed and supports the positive role of adaptive selling on sales performance under “adaptive” conditions. Surprisingly, there is also a positive relationship in the “nonadaptive” condition. Furthermore, salesperson characteristics such as the ability to monitor the selling situation and modify self-behaviors and strategies within the exchange setting are determined to be related to the intention to sell adaptively in the “adaptive” conditions. Finally, results of this study suggest that selling experience affects sales performance in both “adaptive” and “nonadaptive” situational contexts, but the sources of effects differ.

Organizational structure of values

Abstract The study reported here attempts to overcome weaknesses in previous investigations of the factor structure of the Rokeach Value Survey. The approach involves comparing a priori models of how values are organized by testing hierarchically nested models using confirmatory factor analysis. One model posits that values are independent, while the other models suggest that both terminal and instrumental values can be organized along a few underlying dimensions. The findings indicate that 1) instrumental values ratings reflect the importance of three underlying unipolar dimensions: self-direction, conformity, and virtousness; 2) terminal values ratings reflect the importance of one bipolar dimension, self-actualization versus hedonism, and two unipolar dimensions: idealism and security.

Dynamics of Relationship Selling: A Longitudinal Examination of Changes in Salesperson-customer Relationship Status

Based on Webers theory of social hierarchies, we employ the “salesperson-customer relationship status” concept to characterize strength of the salesperson-customer bond. Different levels of relationship status are described, tracked over time, and empirically related to strategic goals of customer retention and enhancement. We examine relationship selling activities to explain changes in salesperson-customer relationship status. Survey results suggest greater contact by salespeople contributes significantly to maintenance or improvement in customer rated salesperson status, service retention rates, and additional service purchases. However, customers classifying salespeople in the second highest status are most likely to replace current products with competing products.

Parental Style Segments and Concern about Children's Food Advertising

Abstract This study investigates the relationship between parental socialization styles and concerns about food advertising directed at children. Openness to communication, behavioral restrictiveness, and attitudes toward childrens autonomy are used to identify authoritative, authoritarian, and permissive parental styles. Results indicate that authoritative parents are more concerned and more likely to mitigrate advertising influence than are permissive parents.