How Salespeople Build Quality Relationships: A Replication and Extension James S. Boles UNIVERSITY OF SOUTH FLORIDA Julie T. Johnson GEORGIA STATE UNIVERSITY Hiram C. Barksdale, Jr. GEORGIA STATE UNIVERSITY This study replicates and extends Crosby, Evans, and Cowles (1990) ing for future research topics. J BUSN RES 2000. 48.75–81.  2000 Elsevier Science Inc. All rights reserved. relationship quality model. It examines the antecedents and consequences of relationship quality between a salesperson and his or her customer using business customers rather than the sample of retail consumers used by Crosby and colleagues. The original study is further extended by the B uyer–seller relationships and their role in marketing inclusion of equity as a predictor of buyer–salesperson relationship quality. is becoming one of the most discussed topics in the The setting for this replication is a sales environment where a continuous marketing literature (e.g. Kumar, Scheer, and Steen- service is sold to business customers. Approximately 1,000 customers kamp, 1995; Morgan and Hunt, 1994). Business relationships responded to the survey instrument. These respondents represent a wide have taken on increased importance with the advent of contin- range of organizations including manufacturers, government agencies, uous improvement strategies that limit the number of suppli- retailers, and service firms. Findings from the current study suggest that ers used by a firm. Building close business relationships offers the Crosby and co-workers model of relationship quality is relatively benefits to both the supplier and customer. To the selling generalizable to different sales settings. This is indicated by the fit indices firm, benefits include greater barriers to entry for their compet- for this replication in a business-to-business sales setting (AGFI = 0.93; itors and a stable market for the firm’s products (e.g. Ganesan, CFI = 0.96; RMR = 0.05). Although our research indicates several 1994; Jackson, 1985). Customer benefit by receiving products differences from those reported in Crosby et al., their results are generally in short supply, best prices, and improved service from the supported. Of the eight possible common relationships tested in the replica- vendor (Dyer and Ouchi, 1993). tion, six were significant (p  0.05). Furthermore, the extension proposed In many settings a salesperson, because of his or her close- by our research is significant. Equity is shown to be a significant predictor ness to customers, is central to the development of strong of buyer-salesperson relationship quality. Fit for the extended model is buyer–seller relationships (Levitt, 1983; Macintosh, Anglin, good (AGFI = 0.93; CFI = 0.96; RMR = 0.05). The two relationships Szymanski, and Gentry, 1992). The salesperson is in position that were different between our replication and the original study indicate to be a relationship manager. He or she is responsible for that relationship quality is more important for the business-to-business ensuring that the initial contacts are sufficiently rewarding to customer in determining how highly they rate a salesperson than it is for the buyer so that the buying firm will expand the scope of consumers. Furthermore, these findings indicate that individual consumers their business with the supplier (Crosby, Evans, and Cowles, place greater value on salesperson expertise in determining their evalua- 1990; Levitt, 1983). When the salesperson’s central role in tion of a salesperson’s effectiveness. Overall, the Crosby et al. model developing these relationships is considered, it is surprising exhibits some degree of generalizability in the sales environment investi- that relatively few studies have examined what salespeople gated in this replication. Implications of the study for building buyer– can do to establish strong customer relationships (e.g. Crosby, salesperson relationship are discussed, and suggestions are made concern- Evans, and Cowles, 1990; Macintosh, Anglin, Szymanski, and Gentry, 1992). Address correspondence to: Dr. J. S. Boles, Department of Marketing, Univer- Previous research on business relationships has generated sity of South Florida, 4202 E. Fowler Ave., BSN 3403, Tampa, FL 33620. great interest and has examined a variety of issues (e.g. Morgan A more exhaustive list of citations regarding the Crosby, Evans, and Cowles (1990) study is available upon request from the first author. and Hunt, 1994; Ganesan, 1994). However, prior studies have Journal of Business Research 48, 75–81 (2000)  2000 Elsevier Science Inc. All rights reserved. ISSN 0148-2963/00/$–see front matter 655 Avenue of the Americas, New York, NY 10010 PII S0148-2963(98)00078-2