Modelling distributor retention in network marketing organisations

This paper proposes a model of distributor retention in network marketing (NWM) organisations based on a review of the existing literature from salesforce management, turnover and marketing perspectives. It is hypothesised that a number of the characteristics of NWM organisations, and those of the i...

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Bibliographic Details
Published in:Marketing intelligence & planning 2001-12, Vol.19 (7), p.507-514
Main Authors: Msweli, Pumela, Sargeant, Adrian
Format: Article
Language:English
Subjects:
Customer feedback
Customers
Direct selling
Distributors
Employees
Internal customers
Job satisfaction
Marketing
Multilevel marketing
Recruitment
Retention
Sales
Salespeople
South Africa
Studies
Turnover
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Summary:This paper proposes a model of distributor retention in network marketing (NWM) organisations based on a review of the existing literature from salesforce management, turnover and marketing perspectives. It is hypothesised that a number of the characteristics of NWM organisations, and those of the individual distributors themselves, could offer considerable utility in allowing NWM organisations to predict the duration of the relationship that they might expect to develop with a particular distributor.
ISSN:0263-4503
1758-8049
DOI:10.1108/EUM0000000006215