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Modelling distributor retention in network marketing organisations

Msweli, Pumela; Sargeant, Adrian

Authors

Pumela Msweli

Adrian Sargeant adrian.sargeant@uwe.ac.uk



Abstract

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. © 2001, MCB UP Limited

Journal Article Type Article
Publication Date Dec 1, 2001
Journal Marketing Intelligence & Planning
Print ISSN 0263-4503
Publisher Emerald
Peer Reviewed Peer Reviewed
Volume 19
Issue 7
Pages 507-514
APA6 Citation Msweli, P., & Sargeant, A. (2001). Modelling distributor retention in network marketing organisations. Marketing Intelligence and Planning, 19(7), 507-514. https://doi.org/10.1108/EUM0000000006215
DOI https://doi.org/10.1108/EUM0000000006215
Keywords distributors, multi-level marketing, retention, South Africa
Publisher URL http://dx.doi.org/10.1108/EUM0000000006215


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