Does friendship help in personal selling? The contingent effect of outcome favorability

• Main Author: Ho, Hillbun Dixon
• Other Authors: Nanyang Business School
• Format: Article
• Language: English
• Published: 2013
• Online Access: https://hdl.handle.net/10356/97957; http://hdl.handle.net/10220/12281
• Institution: Nanyang Technological University

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 judg...