The final phase in the buying process is the evaluation of performance and feedback
shared among all parties for the purpose of improving future performance and
enhancing buyerseller relationships. Research supports that salespeople’s customer
interaction activities and communication at this stage of the buying process become
the primary determinants of customer satisfaction and buyer loyalty. Consequently, it
is critical that salespeople continue working with buyers after the sale. The salesperson’s
follow-up activities provide the critical points of contact between the buyer and
seller in order to assure consistent performance, respond to and take care of problems,
maximize customer satisfaction, create new value opportunities, and further
enhance buyerseller relationships.