Customer Loyalty to Whom? Managing the Benefits and Risks of Salesperson-Owned Loyalty

Vol. XLIV (May 2007), 185–199 185 © 2007, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Robert W. Palmatier is Assistant Professor of Marketing, College of Business, University of Cincinnati (e-mail: [email protected]). Lisa K. Scheer is Emma S. Hibbs Distinguished Professor and Associate Professor of Marketing, College of Business, University of Missouri–Columbia (e-mail: [email protected]). Jan-Benedict E.M. Steenkamp is C. Knox Massey Distinguished Professor of Marketing and Marketing Area Chair, Kenan-Flagler Business School, University of North Carolina at Chapel Hill (e-mail: [email protected]). The authors thank the Marketing Science Institute and the Manufacturers’ Representatives Educational Research Foundation for their financial support of this research. They also thank Lance Bettencourt, Kenneth Evans, Mark Houston, and Harald van Heerde for their input into this project and the anonymous JMR reviewers for their constructive comments.