The sales representatives of a pharmaceutical manufacturer in India were surveyed to explore the effects of relationship marketing on sales performance. Specifically, the effect of buyer-seller relationship quality on sales performance was assessed. The results indicated that customer oriented selling behaviors helped in developing buyer-seller relationship quality and adaptive selling behaviors fully mediated the effects of buyer-seller relationship quality on sales performance. Based on the findings, managerial implications for US firms operating in developing economies, such as India, are discussed.
|Number of pages||14|
|Journal||Marketing management journal|
|Publication status||Published - 2010|