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The triadic loyalty decomposition
How firm-owned loyalty, salesperson-owned loyalty, and customer value drive financial outcomes in B2B accounts.
| Relationship Driver | Price Premium (WTP) | Selling Effectiveness | Organic Sales Growth (Cross-Sectional) | Organic Sales Growth (Longitudinal) | Latent Financial Risk |
|---|---|---|---|---|---|
| Loyalty to Selling Firm (FOL) | b = 0.18 (t = 3.30, p < 0.001) | b = -0.02 (ns) | b = -0.05 (ns) | b = 0.06 (ns) | b = -0.03 (ns) |
| Salesperson-Owned Loyalty (SOL) | b = 0.11 (t = 2.01, p < 0.05) | b = 0.26 (t = 4.02, p < 0.001) | b = 0.16 (t = 2.78, p < 0.01) | b = 0.14 (t = 1.86, p < 0.10) | b = 0.62 study-specific path (t = 7.86, p < 0.001) |
| Value Received by Customer | b = 0.25 (t = 4.80, p < 0.001) | b = 0.05 (ns) | b = 0.24 (t = 4.31, p < 0.001) | b = 0.15 (t = 1.93, p < 0.10) | b = 0.01 (ns) |
| Variance Explained (R²) | R² = 0.15 | R² = 0.07 | R² = 0.09 | R² = 0.06 | R² = 0.38 |
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Reference & Evidence
Source: Data from Palmatier, Scheer & Steenkamp (2007), Table 3 (p. 191).
Each line is a claim from the register this journal publishes against, resolved from the register at build time.
- A The design is dyadic and triadic: "In a study of 362 buyer"-"salesperson dyads using triadic data (from buyer, salesperson, and sales manager)", and the construct is new: "only salesperson-owned loyalty, a newly identified construct, directly affects the more tangible seller financial outcomes of sales growth and selling effectiveness" Palmatier, Scheer & Steenkamp (2007), Table 3 ·
PSS07-C1 - A The contrast is between the two loyalties, in the authors' words: "only salesperson-owned loyalty, a newly identified construct, directly affects the more tangible seller financial outcomes of sales growth and selling effectiveness" Palmatier, Scheer & Steenkamp (2007), Table 3 ·
PSS07-C3 - A Salesperson-owned loyalty predicted cross-sectional sales growth at 0.16 and longitudinal growth at 0.14, and Table 3 prints the path: "Salesperson-owned loyalty → sales growth to the customer .16" Palmatier, Scheer & Steenkamp (2007), Table 3 ·
PSS07-C5 - A Firm-owned loyalty predicted willingness to pay a price premium at 0.18, printed in Table 3 as "Loyalty to the selling firm → customer willingness to pay a price premium", .18 Palmatier, Scheer & Steenkamp (2007), Table 3 ·
PSS07-C6 - A Firm-owned loyalty predicted selling effectiveness at −0.02, not significantly; Table 3 prints "Loyalty to the selling firm → selling effectiveness –.04" for the cross-sectional model Palmatier, Scheer & Steenkamp (2007), Table 3 ·
PSS07-C7 - A Firm-owned loyalty predicted cross-sectional growth at −0.05 and longitudinal growth at 0.06, neither significantly: "Loyalty to the selling firm → sales growth to the customer –.05" Palmatier, Scheer & Steenkamp (2007), Table 3 ·
PSS07-C8 - A Firm-owned loyalty predicted latent financial risk at -0.03, not significantly Palmatier, Scheer & Steenkamp (2007), Table 3 ·
PSS07-C9 - A Salesperson-owned loyalty predicted willingness to pay a price premium at 0.11, the weaker of the two premium paths: "Salesperson-owned loyalty → customer willingness to pay a price premium", .11 Palmatier, Scheer & Steenkamp (2007), Table 3 ·
PSS07-C10 - A Value received by the customer predicted willingness to pay a price premium at 0.25: "Value received by the customer → customer willingness to pay a price premium", .25 Palmatier, Scheer & Steenkamp (2007), Table 3 ·
PSS07-C11 - A Value received predicted cross-sectional sales growth at 0.24 and longitudinal growth at 0.15: "Value received by the customer → sales growth to the customer .24" Palmatier, Scheer & Steenkamp (2007), Table 3 ·
PSS07-C13 - A Value received predicted latent financial risk at 0.01, not significantly Palmatier, Scheer & Steenkamp (2007), Table 3 ·
PSS07-C14 - A The study used triadic data, in the abstract's own words: "In a study of 362 buyer"-salesperson dyads using "triadic data (from buyer, salesperson, and sales manager)" Palmatier, Scheer & Steenkamp (2007), p. 188 ·
PSS07-C15 - A Variance explained, verbatim from the table: "R2 (customer willingness to pay a price premium) .15", and the risk equation is the best-explained one at "R2 (selling-firm latent financial risk) .38" Palmatier, Scheer & Steenkamp (2007), Table 3 ·
PSS07-C16
Grades: A, verified against the printed page of the primary source · B, primary source, text layer only · C, authoritative secondary · D, reported.