How to Retain Our Customer under the Condition of Relationship Disruption:Research on Manufacturer's Dual Strategy on Relational Uncertainty
With the tendency for high turnover of salespeople,relationship disruptions between salespeople and customers have occurred generally,which will bring challenges to inter-organizational re-lationship management,such as relational uncertainty.However,excessive relational uncertainty will be-come a major obstacle for company to maintain customer relationships.This study examines the influence of loyalty strategies and communication strategies on the relational uncertainty of organizational custom-ers from the perspective of organizational customers,and the mediating effects of group consistency and explanatory adequacy.Based on the questionnaires from 329 sample enterprises,this study has found that,first,the loyalty strategies from the company can reduce the relational uncertainty,while the loyalty strategies from the salespeople can increase the relational uncertainty.Second,communication strategies of effectiveness and timeliness can reduce the relational uncertainty of organizational customers.Third,group consistency and explanatory adequacy mediate the process of loyalty strategies and communication strategies on relational uncertainty respectively.
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