Reynolds & Beatty (1999) and Benapudi & Berry (1997) offer explanations as to why customers engage in a relationship with their sales associates. Not much has been studied, however, on customers who do not maintain relationships with salespeople and their level of satisfaction and shopping frequency compared with those of relationship customers. Learning more about the satisfaction and patronage of non-relationship customers can help companies to understand that customer and offer alternatives that are more tailored to their shopping needs.

Benefits of salesperson relationships to customers

A relationship customer is a consumer that has an ongoing relationship with a salesperson and the two know each other (Reynolds & Beat

It is widely believed that a higher level of service satisfaction will increase store patronage. However, there are other factors that increase a customer’s tendency to shop at a particular store. Time restraints and convenience of location are reasons that a customer might prefer a particular store (Stanforth & Lennon, 1997).

Another limitation may be a customer’s emotions at the time of survey completion. If a customer has just had a pleasant or unpleasant experience with a salesperson that day, it could sway their answer even if it is not their usual opinion.

Some topics in this essay:
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