The Strategic Role of the Salesperson in Reducing Customer Defection in Business Relationships

This paper examines the effect of the customer's relationship with the salesperson on defection intentions in a business-to- business setting. Responses were received from 844 decision-makers. Findings indicate that the buyer's perception of equity in a buyer-salesperson relationship is related to both customer satisfaction with the salesperson and commitment to the salesperson. Findings also indicate that buyer satisfaction with the salesperson only indirectly influences a buyer's intentions to defect. Buyer commitment to the salesperson and perceptions of available alternative suppliers directly affect a buyer's defection intentions. The benefit necessary from the new supplier to induce buyer defection only has an indirect effect on buyer intention to defect.