2021/02/28 by Prathamesh Muzumdar, Muzumdar, Prathamesh, George Thomas Kurian +1
Business, Management and Accounting · Decision Sciences · #Applications (stat.AP) #Computation (stat.CO) #Consumer Retail Behavior Studies #Customer Service Quality and Loyalty #FOS: Computer and information sciences #Technology Adoption and User Behaviour
paper · pdf · doi:10.48550/arxiv.2103.01220
openalex publication_date 2021/02/28 · openalex created_date 2022/07/25 · openalex updated_date 2026/07/28
This study tries to examine the influence of salesperson's customer\norientation on customer loyalty. Customer orientation is the approach taken by\na salesperson to improve customer relationship and increase sales. Many\norganizations prefer sales orientation as a strategic approach towards\nincreasing sales. Though successful in its objective, sales orientation fails\nto attract repetitive purchase. It has become a necessity to train frontline\nemployees to better understand the customer needs, keeping in mind the firm's\nultimate objective. This study examines the improvements customer orientation\ncan bring to increase repurchases thus leading to customer loyalty. The\nfindings suggest that product assortment, long lines of customers, customers'\nannual income, and the listening skills of salesperson were the significant\nantecedents of customer loyalty.\n