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Delusive perception - antecedents and consequences of salespeople's misperception of customer commitment
Homburg, Christian
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Bornemann, Torsten
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Kretzer, Max
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DOI:
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https://doi.org/10.1007/s11747-013-0347-4
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URL:
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http://link.springer.com/article/10.1007%2Fs11747-...
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Document Type:
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Article
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Year of publication:
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2014
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The title of a journal, publication series:
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Journal of the Academy of Marketing Science
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Volume:
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42
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Issue number:
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2
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Page range:
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137-153
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Place of publication:
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New York, NY
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Publishing house:
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Springer Science + Business Media LLC
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ISSN:
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0092-0703 , 1552-7824
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Publication language:
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English
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Institution:
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Business School > Business-to-Business Marketing, Sales & Pricing (Homburg 1998-)
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Subject:
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650 Management
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Abstract:
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Although salespeople’s perception of their customers is often systematically biased, research on the antecedents and consequences of perceptual inaccuracy in customer–salesperson relationships is still scarce and limited in scope. Drawing on findings from personality research and social psychology, we therefore empirically examine potential antecedents and consequences of salespeople’s misperception of customer commitment in 233 customer–salesperson dyads. Results provide evidence of the effects of customer-related factors, relationship-related factors, and salesperson-related factors on the extent of salespeople’s misperception of customer commitment. Moreover, we show that salespeople with an upwardly biased perception of customer commitment engage in less relationship-building effort, which in turn negatively affects customer behavior.Although salespeople’s perception of their customers is often systematically biased, research on the antecedents and consequences of perceptual inaccuracy in customer–salesperson relationships is still scarce and limited in scope. Drawing on findings from personality research and social psychology, we therefore empirically examine potential antecedents and consequences of salespeople’s misperception of customer commitment in 233 customer–salesperson dyads. Results provide evidence of the effects of customer-related factors, relationship-related factors, and salesperson-related factors on the extent of salespeople’s misperception of customer commitment. Moreover, we show that salespeople with an upwardly biased perception of customer commitment engage in less relationship-building effort, which in turn negatively affects customer behavior.
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 | Dieser Eintrag ist Teil der Universitätsbibliographie. |
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