Does Friendship Help in Personal Selling? The Contingent Effect of Outcome Favorability

Ho, HD

Does Friendship Help in Personal Selling? The Contingent Effect of Outcome Favorability

Ho, HD

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Publication Type:: Journal Article
Citation:: Psychology and Marketing, 2012, 29 (2), pp. 87 - 97
Issue Date:: 2012-02-01

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Field	Value	Language
dc.contributor.author	Ho, HD https://orcid.org/0000-0002-0650-8716	en_US
dc.date.issued	2012-02-01	en_US
dc.identifier.citation	Psychology and Marketing, 2012, 29 (2), pp. 87 - 97	en_US
dc.identifier.issn	0742-6046	en_US
dc.identifier.uri	http://hdl.handle.net/10453/115356
dc.description.abstract	Although widespread belief holds that salespeople can leverage their personal relationships with prospective customers to gain business, previous research has not investigated the implications of friendships between salespeople and customers for customers' postpurchase satisfaction and fairness judgment. Findings from two experiments show that friendships benefit salespeople only when the outcome of the transaction is unfavorable. Specifically, when salespeople and customers are close friends rather than acquaintances, the customers perceive an unfavorable outcome as relatively more fair and satisfactory, but such an effect does not occur when the outcome of the transaction is favorable. This paper also shows that customers' perceived fairness mediates the interaction effect between friendship and the favorability of transaction outcome on customer satisfaction. In summary, this paper advances the understanding of the implications of salesperson-customer friendships for customers' postpurchase evaluations. © 2012 Wiley Periodicals, Inc.	en_US
dc.relation.ispartof	Psychology and Marketing	en_US
dc.relation.isbasedon	10.1002/mar.20506	en_US
dc.subject.classification	Marketing	en_US
dc.title	Does Friendship Help in Personal Selling? The Contingent Effect of Outcome Favorability	en_US
dc.type	Journal Article
utslib.citation.volume	2	en_US
utslib.citation.volume	29	en_US
utslib.for	1505 Marketing	en_US
utslib.for	15 Commerce, Management, Tourism and Services	en_US
utslib.for	17 Psychology and Cognitive Sciences	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	closed_access
pubs.issue	2	en_US
pubs.publication-status	Published	en_US
pubs.volume	29	en_US

Abstract:

Although widespread belief holds that salespeople can leverage their personal relationships with prospective customers to gain business, previous research has not investigated the implications of friendships between salespeople and customers for customers' postpurchase satisfaction and fairness judgment. Findings from two experiments show that friendships benefit salespeople only when the outcome of the transaction is unfavorable. Specifically, when salespeople and customers are close friends rather than acquaintances, the customers perceive an unfavorable outcome as relatively more fair and satisfactory, but such an effect does not occur when the outcome of the transaction is favorable. This paper also shows that customers' perceived fairness mediates the interaction effect between friendship and the favorability of transaction outcome on customer satisfaction. In summary, this paper advances the understanding of the implications of salesperson-customer friendships for customers' postpurchase evaluations. © 2012 Wiley Periodicals, Inc.

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http://hdl.handle.net/10453/115356