- The authors examine the influence of a firm's market orientation and salesperson customer orientation on buyer-seller relationships. Data from a national manufacturer's sales force and retail trade customers were used to test the influence of sales managers' perceptions on salesperson attitudes toward a firm's market orientation and its salesperson customer orientation. The impact of salesperson attitudes on customers' perceptions of service delivery and their propensity to switch suppliers was also examined. The results suggest that a firm's market orientation positively influences salesperson work attitudes. Sales managers influence salesperson customer orientation through their organizational commitment, and salesperson customer orientation influences industrial customers' switching intentions. 2002 Elsevier Science Inc. All rights reserved.