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Relationship Management By Team: Empirical Evidence For The Impact Of Supplier Team Design Quality On The Effectiveness Of Supplier-Customer Relationships

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  • Communication
  • Design


The paper deals with the design of effective relationship marketing (RM) teams. The authors draw upon major findings of team effectiveness research and can show empirically that the design quality of a customer management team within a supplier firm regarding team composition, group processes, and the organizational context of the team accounts for the fulfilment of three crucial relationship management tasks: exchange, coordination, and adaptation. The fulfilment of these tasks themselves has a considerable impact on relationship atmosphere - in terms of trust and commitment - as well as relationship effectiveness regarding sales, product/service development, and new customer acquisition. Finally, it is shown that the exploitation of the potentials of a customer relationship is significantly related to the design quality of the supplier team

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