Table 116 Aug 2026From “The retention number is measured from your side of the table”

The triadic loyalty decomposition

How firm-owned loyalty, salesperson-owned loyalty, and customer value drive financial outcomes in B2B accounts.

Table 1The triadic loyalty decomposition

Relationship Driver	Price Premium (WTP)	Selling Effectiveness	Organic Sales Growth (Cross-Sectional)	Organic Sales Growth (Longitudinal)	Latent Financial Risk
Loyalty to Selling Firm (FOL)	b = 0.18 (t = 3.30, p < 0.001)	b = -0.02 (ns)	b = -0.05 (ns)	b = 0.06 (ns)	b = -0.03 (ns)
Salesperson-Owned Loyalty (SOL)	b = 0.11 (t = 2.01, p < 0.05)	b = 0.26 (t = 4.02, p < 0.001)	b = 0.16 (t = 2.78, p < 0.01)	b = 0.14 (t = 1.86, p < 0.10)	b = 0.62 study-specific path (t = 7.86, p < 0.001)
Value Received by Customer	b = 0.25 (t = 4.80, p < 0.001)	b = 0.05 (ns)	b = 0.24 (t = 4.31, p < 0.001)	b = 0.15 (t = 1.93, p < 0.10)	b = 0.01 (ns)
Variance Explained (R²)	R² = 0.15	R² = 0.07	R² = 0.09	R² = 0.06	R² = 0.38

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Source: Data from Palmatier, Scheer & Steenkamp (2007), Table 3 (p. 191).

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A PSS07-C1 The design is dyadic and triadic: "In a study of 362 buyer"-"salesperson dyads using triadic data (from buyer, salesperson, and sales manager)", and the construct is new: "only salesperson-owned loyalty, a newly identified construct, directly affects the more tangible seller financial outcomes of sales growth and selling effectiveness"Palmatier, Scheer & Steenkamp (2007), Table 3
A PSS07-C3 The contrast is between the two loyalties, in the authors' words: "only salesperson-owned loyalty, a newly identified construct, directly affects the more tangible seller financial outcomes of sales growth and selling effectiveness"Palmatier, Scheer & Steenkamp (2007), Table 3
A PSS07-C5 Salesperson-owned loyalty predicted cross-sectional sales growth at 0.16 and longitudinal growth at 0.14, and Table 3 prints the path: "Salesperson-owned loyalty → sales growth to the customer .16"Palmatier, Scheer & Steenkamp (2007), Table 3
A PSS07-C6 Firm-owned loyalty predicted willingness to pay a price premium at 0.18, printed in Table 3 as "Loyalty to the selling firm → customer willingness to pay a price premium", .18Palmatier, Scheer & Steenkamp (2007), Table 3
A PSS07-C7 Firm-owned loyalty predicted selling effectiveness at −0.02, not significantly; Table 3 prints "Loyalty to the selling firm → selling effectiveness –.04" for the cross-sectional modelPalmatier, Scheer & Steenkamp (2007), Table 3
A PSS07-C8 Firm-owned loyalty predicted cross-sectional growth at −0.05 and longitudinal growth at 0.06, neither significantly: "Loyalty to the selling firm → sales growth to the customer –.05"Palmatier, Scheer & Steenkamp (2007), Table 3
A PSS07-C9 Firm-owned loyalty predicted latent financial risk at -0.03, not significantlyPalmatier, Scheer & Steenkamp (2007), Table 3
A PSS07-C10 Salesperson-owned loyalty predicted willingness to pay a price premium at 0.11, the weaker of the two premium paths: "Salesperson-owned loyalty → customer willingness to pay a price premium", .11Palmatier, Scheer & Steenkamp (2007), Table 3
A PSS07-C11 Value received by the customer predicted willingness to pay a price premium at 0.25: "Value received by the customer → customer willingness to pay a price premium", .25Palmatier, Scheer & Steenkamp (2007), Table 3
A PSS07-C13 Value received predicted cross-sectional sales growth at 0.24 and longitudinal growth at 0.15: "Value received by the customer → sales growth to the customer .24"Palmatier, Scheer & Steenkamp (2007), Table 3
A PSS07-C14 Value received predicted latent financial risk at 0.01, not significantlyPalmatier, Scheer & Steenkamp (2007), Table 3
A PSS07-C15 The study used triadic data, in the abstract's own words: "In a study of 362 buyer"-salesperson dyads using "triadic data (from buyer, salesperson, and sales manager)"Palmatier, Scheer & Steenkamp (2007), p. 188
A PSS07-C16 Variance explained, verbatim from the table: "R2 (customer willingness to pay a price premium) .15", and the risk equation is the best-explained one at "R2 (selling-firm latent financial risk) .38"Palmatier, Scheer & Steenkamp (2007), Table 3

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From the essay

Growth that compounds

The retention number is measured from your side of the table

Customer retention in M&A hides who owns the relationship. Firm loyalty protects price premiums; growth and defection risk walk out with the salespeople.

16 Aug 2026

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APA 7

Isoglu, S. (2026). The triadic loyalty decomposition [Table]. isoglu.com. https://isoglu.com/insights/exhibits/isoglu-2026-the-retention-number-is-measured-from-your-side-fig01/

BibTeX

@misc{isoglu-2026-the-retention-number-is-measured-from-your-side-fig01,
  author = {Isoglu, Sinan},
  title = {{The triadic loyalty decomposition}},
  year = {2026},
  howpublished = {Table 1, isoglu.com},
  url = {https://isoglu.com/insights/exhibits/isoglu-2026-the-retention-number-is-measured-from-your-side-fig01/},
  note = {From the essay {The retention number is measured from your side of the table}}
}

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    <img src="https://isoglu.com/social/isoglu-2026-the-retention-number-is-measured-from-your-side-fig01.png" alt="Table 1: The triadic loyalty decomposition" width="3200" height="2400">
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  <figcaption>Table 1: The triadic loyalty decomposition. Source: Data from Palmatier, Scheer &amp; Steenkamp (2007), Table 3 (p. 191). <a href="https://isoglu.com/insights/exhibits/isoglu-2026-the-retention-number-is-measured-from-your-side-fig01/">View exhibit</a>.</figcaption>
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