Relationship Quality in Services Selling: An Interpersonal Influence Perspective
1990/07/01 by Lawrence A. Crosby, Kenneth R. Evans, Deborah Cowles · 2,127 citations
Business, Management and Accounting · Psychology · Social Sciences · #Attachment and Relationship Dynamics #Business #Computer science #Customer Service Quality and Loyalty #Customer relationship management #Interpersonal communication #Interpersonal relationship #Marketing #Marketing management #Perspective (graphical) #Psychology #Psychology of Social Influence #Quality (philosophy) #Relationship marketing #Similarity (geometry) #Social psychology
paper · doi:10.1177/002224299005400306
published in Journal of Marketing 54(3), 68-81 (SAGE Publishing)
openalex publication_date 1990/07/01 · openalex created_date 2025/10/10 · openalex updated_date 2026/08/05
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.
Citations
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