An Effect of Related Assets on the Quality of Leader-Member Exchange Relationship, Salesperson Attitude, and Switching Cost

Purpose: This study aims to empirically analyze the relationship between relationship investment, leader-member exchange relationship quality, salesperson attitude, and switching cost in a B2B situation. Previous studies mainly dealt with the relationship between end consumers and companies. However, this study aims to verify the relationship between relationship investment, leader member exchange quality, salesperson attitude, and switching cost in the relationship between food salespersons and customers of food vendors. Research design, data, and methodology: After selecting a domestic food company, data were collected from a total of 122 food vendors trading with the company. First, the measurement items for each variable in the proposed research model were asked, and in this process, responses to food company salespeople and food company responses were requested. And then, we asked about the demographic characteristics of food vendor phase. Results: First, it was found that relationship investment in the salesperson had a positive effect on the attitude toward the salesperson perceived by trading partners. Second, it was found that the salesperson’s investment in the relationship improved the quality of the leader member’s exchange relationship. Third, the relationship between the quality of the leader member exchange relationship and the attitude toward the salesperson was found to be statistically insignificant. Fourth, the higher the quality of the leader member exchange relationship, the higher the switching cost. Finally, attitudes towards salespeople and switching costs were found to be statistically insignificant. Implications: This study provides an implication that companies should not neglect building relationships with customers even when they are dominating the market.