When Does Salespeople’s Customer Orientation Lead to Customer Loyalty? : The Differential Effects of Relational and Functional Customer Orientation

Research German OPEN
Homburg, Christian; Müller, Michael; Klarmann, Martin;
  • Publisher: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim
  • Subject: 650 Management

Is a customer orientation universally effective for salespeople? Or does its effectiveness depend on the selling situation? While previous research has largely neglected this question, this study investigates contextual influences on the link between customer-oriented b... View more
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