Document Type

Article

Publication Date

2003

Publication Title

Journal of Applied Business Research

DOI

10.19030/jabr.v19i1.2145

Abstract

This study develops a scale that offers an actionable approach for suppliers’ use in selecting their reps. Rep selection is the critical first step suppliers take in developing profitable, long-term relationships with retailers. Retailers’ loyalties are often bestowed on the rep, rather than the supplier. As identified in the study, the rep needs to be professional, accommodating, ethical, sensitive, and compassionate to satisfy the retailer. The scale provides suppliers a technique for measuring these characteristics. Prior to this scale, no instrument was available to measure these characteristics, which increase the retailer’s likelihood of developing loyalty.

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Prior to 2011, our published research was copyrighted by the Clute Institute. When we converted to open access in mid-2011, we republished all formerly published research using CC-BY 3.0, thus granting copyrights back to the original author(s). The original copy of this older published research (from publication year 1985 through mid-2011) will display the original Clute Institute copyright, including both hard copy and online versions.

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