顧客忠誠度是銷售績效的重要內涵，不動產銷售是高度顧客化與服務化的工作，銷售人員如何透過低壓力、解決問題的方式建立並維持與顧客間的互惠關係，更是不動產銷售人員有效維繫顧客關係時的挑戰。本研究之目的在分析功能型、關係型與功能型、關係型交乘項不同型態的顧客導向，對顧客忠誠度（交易意願與正向口碑）的影響，進而探討影響顧客忠誠度的決定因素。實證研究以30家不動產經紀業為研究對象，資料來自150位不動產經紀業的營業員及736位客戶，採用結構方程模式加以分析。研究結果顯示：（1）不同型態顧客導向皆對顧客信任具有正向影響，然功能型顧客導向略高於關係型顧客導向。（2）自我效能與關係長度不具有調節作用，顯示高涉入產品在產業應用上存有差異性。（3）顧客信任與顧客忠誠度具有正向相關，表示不動產銷售人員在強化顧客信任之下，能增進顧客交易意願與正向口碑的散佈，提高顧客忠誠度。希冀本研究能提供不動產經紀業者，建構銷售人員訓練機制，俾利提高整體銷售績效之參考。

Customer loyalty is an important connotation of sales performance. Real estate sales are highly custome-oriented and service-oriented work. How salespersons build and maintain reciprocal relationships with customers through low pressure and problem solving is a challenge when real estate salespersons effectively maintain customer relationships. The purpose of this study is to analyze the influence of customer orientation on customer loyalty (trade intentions and positive word-of-mouth) in different forms of functional, relationship and functional-relational and explore the determinants that affect customer loyalty. Applying structural equation model for analysis, the empirical research was conducted on 30 real estate agencies, and the data came from 150 salespersons and 736 clients of real estate brokerages. The results showed that (1) different types of customer orientation have positive influence on customer trust, but the functional customer orientation is slightly higher than the relational customer orientation. (2) The self-efficiency and the relationship length are not moderated, showing the difference in the application of high-volvement products in the real estate industry. (3) Customer trust is positively correlated with customer loyalty, which means that the salesperson, under strengthening customer trust, can increase the customer's willingness to trade and the spread of positive reputation and improve customer loyalty. We hope that this study will provide a reference for real estate brokerage firms to establish a salesperson training mechanism to improve overall sales performance.

目 錄
審定書 i
中 文 摘 要 ii
英 文 摘 要 iii
目 錄 iv
圖 目 錄 vii
表 目 錄 viii
第壹章 緒論 1
1.1研究背景與動機 1
1.2 研究目的 3
1.3研究範圍與對象 7
1.4研究流程 11
第貳章 文獻探討 13
2.1台灣目前不動產研究趨勢 13
2.2顧客導向 15
2.3顧客信任 22
2.4交易意願 25
2.5正向口碑 26
2.6顧客忠誠度 28
2.7關係長度 30
2.8自我效能 31
2.9小結 32
第參章 研究方法與設計 33
3.1概念性研究架構 33
3.2顧客導向與顧客信任 34
3.3顧客信任與顧客忠誠度 36
3.4 關係長度 36
3.5自我效能 38
3.6操作型定義與衡量 39
3.7問卷設計 42
3.8 抽樣方法 45
3.9小結 46
第肆章 研究一實驗法 48
4.1操作型定義與衡量 48
4.2實驗設計 49
4.3分析方法 52
4.4資料分析結果 54
4.5小結 62
第伍章 研究二調查法 63
5.1操作型定義與衡量 63
5.2結構方程模型樣本結構 64
5.3分析方法 65
5.4資料分析結果 72
5.5小結 80
第陸章 結論及建議 81
6.1理論貢獻 82
6.2管理實務意涵 82
6.3研究限制與未來研究建議 84
參 考 文 獻 86
附錄ㄧ 105
附錄二 107
附錄三 110
附錄四 112
附錄五 114
附錄六 116
附錄七 118
附錄八 120

參 考 文 獻
中文部分：
李佳霖、謝文真 (2017) 台灣家庭擁屋決定因素分析：性別和地區差異，住宅學報，26(1) 31-53。
李春長（2002）房屋仲介市場與經紀人職業倫理。住宅學報，11(1)，35-53。
李春長（2008）資訊揭露、信任、搜尋成本對委託房屋仲介業售屋意願之實證研究—以 高雄市為例。住宅學報，17(1)，71-103。
李春長（2009）媒體資訊、搜尋成本、品牌形象對消費者委託房屋仲介業意願之研究。 商管科濟季刊，10(2)，369-398。
李春長、楊宗憲、游淑滿、邱鈺娟（2011）。房屋仲介從業人員之服務品質、消費者搜
尋成本與顧客滿意度對顧客忠誠度之影響。管理與系統，18(1)，113-142。
高慈敏（2014）經濟波動與房地產交易之價量關係：搜索模型之應用，住宅學報，23(2)
21-56。
張清和、李巧琳、陳建良（2016）住宅不均與所得不均。住宅學報，25(2)，01-29。
楊澤泉、陳勇順（2001） 仲介服務、銀行服務與房地產市場。中華管理評論，4(2)，97-107。
陳怡君、白金安（2008）公司形象、服務品質與顧客滿意度、忠誠度之實證研究—以高 雄市不動產經紀業為例，中華民國住宅學會第十七屆年會暨學術研討會住宅學會研 討會論文。
陳淑美、蔡幸家（2011），房屋中借頁廣告策略之研究，崑山科技大學學報，8(1)，31-45。
盧希鵬（2009）社會關係的建立：社會交換理論。經理人月刊，56期。
賴美穎、劉彥汝、劉宗欣（2019）臺灣經濟預測與政策，49(2)，1-46。
邊泰明、彭佩瑩、陳玉嬌（2017）信任、互惠與都市更新合作意願相關性之研究。 住宅學報，26(1)，1–29。
英文部份：
Aghekyan-Simonian, M., Forsythe, S., Kwon, W. S., and Chattaraman, V. (2012). The role of product brand image and online store image on perceived risks and online purchase intentions for apparel. Journal of Retailing and Consumer Services, 19(3), 325-331.
Ahearne, M., Matthieu, J. E., and Rapp, A. (2005). To Empower or Not to Empower Your Sales Force? An Empirical Examination of the Influence of Leadership Empowerment
Behavior on Customer Satisfaction and Performance. Journal of Applied Psychology, 90(5),
945-55.
Alhulail, H., Dick, M. and Abareshi, A. (2018). The Influence of Word-of-Mouth on Customer Loyalty to Social Commerce Websites, CONF-IRM Proceedings. 49.
Allmon, D. E., and Grant, J. (1990). Real Estate Sales Agents and the Code of Ethics: A Voice
Stress Analysis. Journal of Business Ethics, 9(10), 807-812.
Amjad A. E., Mamoun N. A., (2018). How customer orientation enhances salespeople’s performance? A case study from an international market. Benchmarking: An International Journal. 25 (7), 2460-2477.
Anderson, K. C., Knight, D.K., Pookulangara, S., and Josiam, B. (2014). Influence of hedonic and utilitarian motivations on retailer loyalty and purchase intention: a facebook perspective. Journal of Retailing and Consumer Services, 21, 773-779.
Anderson, J. C. and Gerbing, D. W. (1988). Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach, Psychological Bulletin, 103(3), 411-423.
Anderson, J. C. and Narus, J. A. (1990). A Model of Distributor Firm and Manufacturer Firm Working Partnerships, in: Journal of Marketing, 54(1), 42-58.
Arndt, J. (1967). Perceived risk, sociometric integration, and word of mouth in the
adoption of a new food product. In D.F. Cox (Ed.). Risk taking and information handling in consumer behavior (289-316). Boston: Harvard University.
Baloglu, S., Zhong, Y. Y. and Tanford, S. (2014). Casino Loyalty: The Influence of Loyalty Program, Switching Costs, and Trust. Journal of Hospitality and Tourism Research, 41(7),
846-868.
Bandura, A. (1977a). Self-efficacy: Toward a unifying theory of behavioral change. Psychological Review, 84, 191-215.
Bandura, A. (1977b). Social learning theory. Englewood Cliffs, NJ: Prentice Hall.
Bandura, A. (1982). Self-efficacy mechanism in human agency. American Psychologist, 37, 122-147.
Banerjee A., (1992). A Simple Model of Herd Behavior. Quarterly Journal of Economics, 107(3), 797-817.
Bandura, A. (1986). Social foundations of thought and action: A social cognitive theory. Englewood Cliffs, NJ, US: Prentice-Hall, Inc.
Bandura, A., and Locke, E. (2003). Negative self-efficacy and goal effects revisited. Journal of Applied Psychology, 88, 87-99.
Bandura, A. (2005). The primacy of self-regulation in health promotion. Applied Psychology:
An International Review, 54(2), 245-254.
Bateman, C., and Valentine, S. (2015). The impact of salesperson customer orientation on the evaluation of a salesperson’s ethical treatment, trust in the salesperson, and intentions to purchase. Journal of Personal Selling & Sales Management, 35(2), 125-142.
Bayus, B. L. (1985). Word of mouth The indirect effects of marketing efforts. Journal of Advertising Research, 25, 31-39.
Beatty, S. E., Mayer, M., Coleman, J. E., Reynolds, K. E., and Lee, J. (1996). Customer-sales
associate retail relationships. Journal of Retailing, 72(3), 223-247.
Belonax, J. J., Jr., Newell, S.J. and Plank, R.E. (2007). The role of purchase importance on buyer perceptions of the trust and expertise components of supplier and salesperson credibility in business-to-business relationships, Journal of Personal Selling and Sales Management, 28 (3), 247-258.
Berry and Parasuraman, A. (1991). Marketing Services. New York: The Free Press.
Betz, N. E., and Hackett, G. (1981). The relationship of career-related self-efficacy expectations to perceived career options in college women and men. Journal of Counseling Psychology, 28, 399-410.
Beverland, M. (2001). Contextual influences and the adoption and practice of relationship selling in a business-to-business setting: an exploratory study. Journal of Personal Selling
and Sales Management, 21(3), 207-215.
Bhote, K.R. (1996). Beyond customer satisfaction to customer loyalty – the key to create profitability. New York: American Management Association.
Biddle, B. J. (1986). Recent developments in role theory. Annual Review of Sociology, 12, 67-92.
Bloch, Peter H. and Marsha L. Richins, (1983). A Theoretical Model for the Study of Product Importance Perceptions, Journal of Marketing, 47, 69-81.
Bolander, W., Satornino, C. B., Hughes, D. E. and Ferris, G. R. (2015). Social Networks Within
Sales Organizations: Their Development and Importance for Salesperson Performance. Journal of Marketing, 79(6), 1-16.
Boles, J.S., Babin, B. B. J., Brashear, T. A. and Brooks, C. (2001). An examination of the relationships between retail work environments, salesperson selling orientation-customer orientation and job performance. Journal of Marketing Theory and Practice, 9 (3), 1-13.
Bouffard-Bouchard, T. (1990). Influence of Self-Efficacy on Performance in a Cognitive Task. Journal of Social Psychology, 130(3), 353-363.
Bowen, J. T. and Shoemaker, S. (1998) Loyalty A Strategic Commitment. Cornell Hotel and Restaurant Administration Quarterly, 39, 12-25.
Bowen, J. T., and Chen, S. L. (2001). The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality Management, 13(5), 213-217.
Boyd, T. C., and Mason, C. H. (1999). The link between attractiveness of “Extrabrand” attributes and the adoption of innovations. Journal of the Academy of Marketing Science, 27(3), 306319.
Bristor, J. M. (1990). Enhanced explanations of word-of-mouth communications: The power of relationships. Research in Consumer Behavior, 4, 51–83.
Brooks, and Robert, C. Jr. (1957). Word of mouth advertising in selling new products. Journal of Marketing, 22 (Oct.), 154-161.
Brown, J. J. and Reingen, P.H. (1987) Social Ties and Word-of-Mouth Referral Behavior. Journal of Consumer Research, 14, 350-362.
Brown, S. P. (1990). Use of closed influence tactics by salespeople: incidence and buyer attributions. Journal of Personal Selling and Sales Management, 10(4), 17-29.
Brown, T. J., Mowen, J. C., Donavan, D. T., and Licata, J. W. (2002). The customer orientation of service workers: personality trait effects on self- and supervisor performance ratings. Journal of Marketing Research, 39, 110-119.
Blau, Peter (1964), Exchange and Power in Social Life. New York: John Wiley and Sons.
Buttle, F. A. (1998). Word of mouth Understanding and managing referral marketing. Journal of Strategic Marketing, 6, 241-254.
Cannon, J. P., and Perreault, W. D., Jr. (1999). Buyer–seller relationships in business markets. Journal of Marketing Research, 36, 439–460.
Case, K. and Shiller, R. (1989). The Efficiency of the Market for Single-Family Homes, American Economic Review. 79 (1), 125-137.
Chen, Y. and Xie, J. (2008). Online consumer review: word-of-mouth as a new element of marketing communication mix, Management Science, 54 (3), 477.
Chen, Yubo, Wang, Q. and Xie, J. (2011). Online Social Interactions: A Natural Experiment on Word of Mouth versus Observational Learning, Journal of Marketing Research, 48 (2), 238-54.
Chevalier, Judith, A. and Austan, G. (2003). Measuring Prices and Price Competition Online: Amazon.Com and Barnesandnoble.Com, Quantitative Marketingand Economics, 1 (2), 203-222.
Chevalier, J.A. and Mayzlin, D. (2006). The effect of word of mouth on sales: online book
reviews, Journal of Marketing Research, 43 (3), 345-54.
Chow S. and Holden, R. (1997). Toward An Understanding Of Loyalty: The Moderating Role of Trust. Journal of Managerial Issues, 9 (3), 275-298.
Crosby, L. A., Evans, K. R., and Cowles, D. (1990). Relationship quality in services selling: an interpersonal influence perspective. Journal of Marketing, 54, 68-81.
Crant, J. M. (1995). The proactive personality scale and objective job performance among real estate agents, Journal of Applied psychology, 80(4), 532-537.
Day, G. S. (1994). The Capabilities of Market-Driven Organizations. Journal of Marketing, 58 (4), 37-52.
Day, G. S. (1971). Attitude Change, Media and Word of Mouth. Journal of Advertising Research. 11(6), 31-40.
Dellarocas, C. (2003). The digitization of word of mouth: promise and challenges of online f eedback mechanisms, Management Science, 49 (10), 1417-24.
Dellarocas, C., Zhang, X., and Awad, N. F. (2007). Exploring the Value of Online Product Reviews in Forecasting Sales: The Case of Motion Pictures, Journal of Interactive Marketing, 21 (4), 23-45.
De Matos, C. A., and Rossi, C. A. V. (2008). Word-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators. Journal of the Academy of Marketing Science, 36, 578-596.
Deshpandé, R., Farley, J. U., and Webster, F. E. (1993). Corporate Culture, Customer Orientation, and Innovativeness in Japanese Firms: A Quadrad Analysis. Journal of Marketing, 57, 23-37.
Dhliwayo, K. (2013). The Impact of Word of Mouth Communications on Customer Acquisition in the Construction Industry. A case of Building Contractorsin Masvingo, Zimbabwe. Journal of Business and Management, 14, (4), 30-36.
Dodds, W. D., Monroe, K. B., and Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307-319.
Donavan, D. T., Brown, T. J., and Mowen, J. C. (2004). Internal benefits of service-worker customer-orientation: job satisfaction, commitment, and organizational citizenship behaviors. Journal of Marketing, 68, 128-146.
Doney, P. M. and Cannon, J. P. (1997). An Examination of the Nature of Trust in Buyer-Seller Relationships, Journal of Marketing, 61(4), 35-51.
Dubinsky, A. J. (1980). A factor analytic study of the personal selling process. Journal of Personal Selling and Sales Management, 1, 26-33.
Drucker, P. F. (1954). The Practice of Management. New York: Harper and Brothers Publishers.
Dwyer, F. Robert, Paul H. Shurr, and Sejo Oh. (1987). Developing Buyer-Supplier Relationships. Journal of Marketing, 51 (2), 11-27.
Evans, K.R., McFarland, R. G., Dietz, B.and Jaramillo, F. (2012). Advancing Sales Performance Research: A Focus on Five Under researched Topic Areas. Journal of Personal Selling and Sales Management, 32 (1), 89-105.
Everitt, B. S. (2002). The Cambridge Dictionary of Statistics, 2nd Edition, CUP.
Field, A. (2005). Discovering Statistics Using SPSS. 2nd ed. London: Sage.
Fisher, R. A. (1935). The design of experiments. Oliver and Boyd.
Forman, C., Ghose, A. and Wiesenfeld, B. (2008). Examining the Relationship between Reviews and Sales: The Role of Reviewer Identity Disclosure in Electronic Markets, Information Systems Research, 19 (3), 291-313.
Fornell, Claes and Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobervables and Measurement error, Journal of Marketing Research, 18, 39-50.
Franke, G. R., and Park, J.-E. (2006). Salesperson adaptive selling behavior and customer orientation. Journal of Marketing Research, 43, 693-702.

Gabler, C. B., Vieira, V. A., Senra, K. B., and Agnihotri, R. (2019). Measuring and testing the impact of interpersonal mentalizing skills on retail sales performance, Journal of Personal Selling and Management, 39(3), 222-237.
Ganesan, S., (1994). Determinants of Long-Term Orientation in Buyer-Seller Relationships. Journal of Marketing, 58, (2), 1-19.
Garbarino, E. and Johnson, M.S. (1999). The different roles of satisfaction, trust, and commitment in customerrelationships. Journal of Marketing, 63, April, 70-87.
Gelb, B.D. and Sundaram, S. (2002). Adapting to Word of Mouse, Business Horizons, 45(4), 21-25.
Gilly, M. C., Graham, J. L., Wolfinbarger, M. F., and Yale, L. J. (1998). A dyadic study of interpersonal information search. Journal of Academy of Marketing Science, 26, 83-100.
Godes, D. and Mayzlin, D. (2004). Using online conversations to study word-of-mouth communication. Marketing Science, 23(4), 545-60.
Godes, D. and Mayzlin, D. (2009). Firm-Created Word-of-Mouth Communication: Evidence from a Field Test, Marketing Science, 28 (4), 721-39.
Goff, B. G., Boles, J. S., Bellenger, D. N., and Stojack, C. (1997). The influence of salesperson behaviors on customer satisfaction with products. Journal of Retailing, 73(2), 171-183.
Gosselin, J, T. and Maddux, J, E. (2003). Self-Efficacy. Handbook of Self and Identity. Ed. Mark R. Leary and June Price Tangney. New York: The Guilford Press
Gounaris, S., and Stathakopoulos, V. (2004). Antecedents and consequences of brand loyalty: An empirical study. The Journal of Brand Management, 11(4), 283-306.
Grayson, K. (2007). Friendship versus business in marketing relationships. Journal of Marketing, 71(4), 121-139.
Gremler, Dwayne D., Gwinner, Kevin P., and Brown, Stephen W. (2001). Generating positive word-of-mouth communication through customer-employee relationships. International Journal of Service Industry Management, 12(1), 44-59.
Griffin, J. (1996). Customer loyalty: how to earn it，how to keep it. New York: Lexington
Books.
Grizzle, Zablah, Brown, Mowen, and Lee (2009). Employee Customer Orientation in Context: How the Environment Moderates the Influence of Customer Orientation on Performance Outcomes. Journal of Applied Psychology, 94(5), 1227–1242.
Guenzi, P., De Luca, L.M. and Spiro, R. (2016). The combined effect of customer perceptions about a salesperson’s adaptive selling and selling orientation on customer trust in the salesperson: a contingency perspective. Journal of Business and Industrial Marketing, 31(4), 553-564.
Gwinner, K. P., Gremler, D. D., and Bitner, M. J. (1998). Relational benefits in services industries: the customer’s perspective. Journal of the Academy of Marketing Science, 26(2), 101-114.
Hawes, J. M., Kenneth, E. M., and Swan, J. E. (1989). Trust Earning Perceptions of Sellers and Buyers. Journal of Personal Selling and Sales Management, 9(1), 1-8.
Hayes, and Andrew, F. (2013). Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach. New York, NY: The Guilford Press.
Heide, J. B., and Wathne, K. H. (2006). Friends, businesspeople, and relationship roles: a conceptual framework and a research agenda. Journal of Marketing, 70(3), 90-103.
Hennig-Thurau, T., Groth, M., Paul, M., and Gremler, D. D. (2006). Are all smiles created equal? How emotional contagion and emotional labor affect service relationships. Journal of Marketing, 70(3), 58–73.
Heskett, J. L. and Schlesinger, L.A. (1994). Putting the Service-Profit Chain to Work. Harvard Business Review, 72(2), 164-174.
Hilton, A. and Armstrong, R. A. (2006). Is one set of data more variable than another? Microbiologist, 7(2), 34-36.
Homburg, C., Muller, M., and Klarmann, M. (2011a). When does salespeople's customer orientation lead to customer loyalty? The differential effects of relational and functional customer orientation. Journal of the Academy of Marketing Science, 39, 795-812.
Homburg, C., Muller, M. and Klarmann, M. (2011b). When Should the Customer Really Be King? On the Optimum Level of Salesperson Customer Orientation in Sales Encounters. Journal of Marketing, 75(2), 55-74.
Hu, L. T. and Bentler, P. M. (1995). Evaluating model fit. In R.H. Hoyle (Ed.), Structural equation modeling. Concepts, issues, and applications, 76-99. London: Sage.
Hughes, D. E., Bon, J. L., and Rapp, A. (2013). Gaining and leveraging customer-based competitive intelligence: The pivotal role of social capital and salesperson adaptive selling skills. Journal of the Academy of Marketing Science, 41(1), 91-110.
International Data Corporation (IDC). (1999). IDC European IT Forum: Europe to See Surge in E-Business, not provided: International Data Corporation (IDC) News Service.
Ivey, A. E., and Robin, S. S. (1966). Role theory, role conflict, and counseling: a conceptual framework. Journal of Counseling Psychology, 13(1), 29-37.
Jap, Sandy D., and Anderson, E. (2007). Testing a life-cycle theory of cooperative Interorganizational Relationships: Movement Across Stages and Performance. Management Sciences, 53(2), 260-275.
Jemaa, A.M.B. And Tournois, N.(2009). Toward a trustful B To B relationship, International Journal of Business and Management, 4(10), 64-77.
Jones, T. O., and Sasser, W. E. (1995). Why satisfied customers defect. Harvard Business Review, 73(6), 88-99.
Jones, T., Taylor, S. F., and Bansal, H. S. (2008). Commitment to a friend, a service provider, or a service company-are they distinctions worth making? Journal of the Academyof Marketing Science, 36(4), 473-487.
Kaiser, H. F. (1960). The application of electronic computers to factor analysis. Educational and psychological measurement, 20(1), 141-151.
Kalakota, R. (1999). E-Business. Reading, MA: Addison-Wesley.
Katz, E. and Paul F. Lazarsfeld, 1955, Personal Influence, Glencoe, IL: Free Press.
Kelley, R. (1992). The Power of Followership. New York, NY: Doubleday.
Keillor, B. D., Parker, R. S., and Pettijohn, C. (2000). Relationship-oriented characteristics and individual salesperson performance. The Journal of Business and Industrial Marketing, 15(1), 7–22.
Kim, M. K., Park, M. C. and Jeong, D. H. (2004). The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services. Telecommunications Policy, 28, 145-149.
Kotler, P. (1980), Marketing Management: Analysis, Planning and Control, 4tth ed., Englewood Cliffs, N. J.: Prentice-Hall.
Krishnan, B. C., Netemeyer , R. G., and Boles, J. S. (2002). Self-Efficacy, Competitiveness, and Effort as Antecedents of Salesperson Performance. The Journal of Personal Selling and Sales Management, 22(4), 285 -295.
Kurt, D. L., Dodge, H. R and Klompmaker J. E. (1976). Professional Selling. Dallas: Business Publicans Inc. Word of mouth for movies: its dynamics and impact on box office
revenue. Journal of Marketing, 70 (3), 74-89.
Macintosh, G. and Lockshin, L.S. (1997). Retail relationships and store loyalty: a multi-level perspective, International Journal of Research in Marketing, 14, 487-97.
Mahajan, V., Muller, E. and Kerin, R.A. (1984). Introduction strategy for new products with positive and negative word-of-mouth, Management Science, 30 (12), 1389-404.
Markey R. (2020). Are You Undervaluing Your Customers? Harvard Business Review, 98 (1), 42-50.
Martin, C. A., and Bush, A. J. (2006). Psychological climate, empowerment, leadership style, and customer-oriented selling: an analysis of the sales manager-salesperson dyad. Journal of the Academy of Marketing Science, 34 (3), 419-438.
McFarland, R. G., Challagalla, G. N., and Shervani, T. A. (2006). Influence tactics for
effective adaptive selling. Journal of Marketing, 70, 103-117.
McFarland, R. G., Rode, J. C., and Shervani, T. A. (2016). A Contingency Model of Emotional Intelligence in Professional Selling. Journal of the Academy of Marketing Science, 44(1), 108-118.
McNaughton, R. B., Osborne, P., Morgan, E. and Kuttwaroo, G. (2001). Market Orientation and Firm Value, Journal of Marketing Management, 521-542.
Miao, C. F. and Wang, G. (2016). The differential effects of functional vis-à-vis relational customer orientation on salesperson creativity, Journal of Business Research, 69 (12), 6021-6030.
Moorman, C., Deshpande, R. and Zaltman, G. (1993). Factors Affecting Trust in Market Research Relationships. Journal of Marketing, 57, 81-101.
Morgan, R. M. and Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing, Journal of Marketing, 58 (3), 20-38.
Murphy, P. E., Laczniak, G. R. and Wood, G. (2007). An Ethical Basis for Relationship Marketing: A Virtue Ethics Perspective. European Journal of Marketing, 41(1/2),37-57.
Muchinsky, P. M. (2006). Psychology applied to work: An introduction to industrial and organizational psychology. Belmont, CA: Thomson/Wadsworth.
Narver, J. C. and Slater, S. F. (1990). The Effect of a Market Orientation on Business
Profitability, Journal of Marketing, 54, 20-35.
Neelamegham, R. and Jain, D. (1999). Consumer choice process for experience goods: an econometric model and analysis, Journal of Marketing Research, 36 (3), 373-86.
Nunnally, J. C. (1978). Psychometric Theory. New York: McGraw-Hill.
Nunnally, J.C. and Bernstein, I.H. (1994) The Assessment of Reliability. Psychometric Theory, 3, 248-292.
Nyilasy, G. (2006). Word of mouth: What we really know - and what we don’t. Butter worth-Heinemann, 161-184.
O'Brien L. and Jones C. (1995). Do Rewards Really Create Loyalty? Harvard Business Review, 73, 75-82.
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52.
Ohanian, R. (1991). The impact of celebrity spokespersons' perceived image on consumers' intention to purchase. Journal of Advertising Research, 31(1), 46-54.
Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Customer. New York: McGraw-Hill.
Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63(4), 33-44.
Palmatier, R. W., Dant, R. P., Grewal, D., and Evans, K. R. (2006). Factors influencing the effectiveness of relationship marketing: a meta-analysis. Journal of Marketing, 136-153.
Palmatier, R. W., Dant, R. P., and Grewal, D. (2007a). A comparative longitudinal analysis of theoretical perspectives of interorganizational relationship performance. Journal of Marketing,172-194.
Parasuraman, A., Zeithamal, V.A. and Bery, L. L. (194a). Reasesment of Expectations as A Comparison Standard in Measuring Service Quality: Implications for Further Research. Journal of Marketing, 58, 1-123.
Parasuraman, A., Zeithamal, V. A. and Bery, L. L. (194b). Alternative Scales for Measuring Service Quality: A Comparative Assessment Based Psychometric and Diagnostic Criteria. Journal of Retailing, 70, 201-230.
Price, L. L., and Arnould, E. (1999). Commercial friendships: service provider–client relationships in context. Journal of Marketing, 63 (4), 38–56.
Puntoni, S. (2001). Self–identity and purchase intention: An extension of the theory of planned behaviour. In Groeppel-Klien E. and Esch, F. (Eds). Europen Advances in Consumer Research.130-134, Duluth, MN: ACR.
Ramani, G. and Kumar, V. (2008), Interaction Orientation and Firm Performance, Journal of Marketing, 72 (1), 27-45.
Ranaweera, C., and Prabhu, J., (2003). On the relative importance of customer satisfaction and trust as determinants of customer retention and positive word of mouth. Journal of Targeting Measurement and Analysis for Marketing, 12(1), 82-90.
Reich, A. Z., McCleary, K. W., Yodmanee, T. and Weaver, P. A. (2005). The Impact of product and service quality on brand loyalty: Journal of Foodservice Business Research,8(3), 35-53.
Reichheld, F. F. and Sasser, E. (1990). Zero Defections Quality Comes to Services. Harvard Business Review, 68, 105-111.
Kristy, R. E., and Sharon, D. B. E. (1999). Customer Benefit and Company Consequences of Customer-Salesperson Relationships in Retailing, Journal of Retailing, 75 (1), 11-32.
Rosario, A. B., Sotgiu, F., De Valck, K., & Bijmolt, T. H. A. (2016). The effect of electronic word of mouth on sales: A meta-analytic review of platform, product, and metric factors.
Journal of Marketing Research, 53(3), 297–318.
Rotter, J. (1967). A New Scale for the Measurement of Interpersonal Trust. Journal of Personality, 35, 651-665.
Saxe, R., and Weitz, B. A. (1982). The SOCO scale: a measure of the customer orientation of
salespeople. Journal of Marketing Research, 19, 343-351.
Schiffman, L. G., and Kanuk, L. L. (2000). Consumer behavior. Upper Saddle River, NJ: Prentice Hall.
Schlenker, B. R., Helm, B., and Tedeschi, J. T. (1973). The effects of personality and situational variables on behavioral trust. Journal of Personality and Social Psychology,
25(3), 419-427.
Schuman and Presser (1979). The Open and Closed Question, American Sociological Review, 44, 692–712.
Schurr, P. H., Stone, L. H., and Beller, L. A. (1985). Effective selling approaches to buyers’ objections. Industrial Marketing Management, 14(3), 195-202.
Yang, S., Hu, M., Russell, S., Winer, Assael, H.and Chen, X. (2012). An Empirical Study of Word-of-Mouth Generation and Consumption. Marketing Science, 31(6), 952-963.
Shoemaker, S., and Lewis, R. C. (1999). Customer loyalty: the future of hospitality marketing. International Journal of Hospitality Management, 18(4), 345-370.
Singh, R. and Koshy, A. (2012) .A new conceptualization of salesperson's customer orientation: Propositions and implications. Marketing Intelligence & Planning, 30 (1), 69-82.
Singh, J., and Pandya, S. (1991). Exploring the effects of consumers' dissatisfaction level on complaint behaviors. European Journal of Marketing, 25(9), 7-21.
Siguaw, J. A., Brown, G., and Widing, R. E. (1994). The influence of the market orientation of the firm on sales force behavior and attitudes. Journal of Marketing Research, 31, 106-116.
Sirdeshmukh, D., Singh, J. and Sabol, B. (2002). Consumer Trust, Value, and Loyalty in Relational Exchanges. Journal of Marketing, 66 (1), 15-37.
Stajkovic, A. D., and Luthans, F. (1998). Self-efficacy and work-related performance: A meta-analysis. Psychological Bulletin, 124, 240-261.
Stum, D. L., and Thiry, A. (1991). Building customer loyalty. Training and Development Journal, 45(4), 34-36.
Sujan, H. (1999). Optimism and Street-Smarts: Identifying and Improving Salesperson Intelligence. Journal of Personal Selling & Sales Management, 19 (3), 17-33.
Swan, J. E., Trawick, I. F. and Silva, D. W. (1985). How Industrial Salespeople Gain Customer Trust. Industrial Marketing Management, 14 (3), 203-211.
Swan, A., Nguyen, T., Suter, B. (1999). Drosophila Lissencephaly-1 functions with Bic-D and dynein in oocyte determination and nuclear positioning. Nat. Cell Biol. 1(7), 444-449.
Swanson, Scott, R., Scott, W., Kelley, and Dorsch. M. J. (1997). Inter-organizational Ethical Perceptions and Buyer-seller Relationships. Journal of Business-to-Business Marketing,42 (2), 3-31.
Turnbull, G. K. (1996). Real Estate Brokers, Nonprice Competition and the Housing Market. Real Estate Economics, 24,293-316.
Van de Vijver, F. J. R., and Leung, K. (1997). Methods and data analysis for cross cultural research. Newbury Park, CA: Sage.
Villena, V. H., Revilla E., and Choi T. Y. (2011). The dark side of buyer–supplier relationships: A social capital perspective, Journal of Operations Management, 29(6), 561-576.
Whyte, and William, H. Jr. (1954), The Web of Word of Mouth. Fortune, 50 (November), 140-143.
Wood, J. A., Boles, J. S. and Babin, B. J. (2008). The Formation of Buyer’s Trust of the Seller in an Initial Sales Encounter. Journal of Marketing Theory and Practice,16 (1), 27–39.
Yang, Joonhyuk, Kim, W., Amblee, N. and Jeong, J. (2012). The heterogeneous effect of WOM on product sales: why the effect of WOM valence is mixed? European Journal of
Marketing, 46 (11/12). 1523-1538.
Yim, C. K. (Bennett), Tse, D. K., and Chan, K. W. (2008). Strengthening customer loyalty through intimacy and passion: roles of customer–firm affection and customer–staff relationships in services. Journal of Marketing Research, 45(6), 741–756.
Zabell, S. L. (2008). The probable error of a mean. Journal of the American Statistical Association, 103(481), 1-7.
Zeithaml, and Valarie, A. (1981). How Consumer Evaluation Processes Differ Between Goods and Services, in Marketing of Services, James H. Donnelly and William R.
Zeithaml, V. A., Berry, L. L., and Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60, 1-46.