Relationship quality of salesperson on customer loyalty

• Main Authors: Jui-Lin Tseng, 曾瑞麟
• Other Authors: Jiana-Fu Wang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/87506735140039755956

碩士 === 國立中興大學 === 高階經理人碩士在職專班 === 103 === In relationship marketing model, there is a very important role, called "salesperson." Salesperson not only delivers values and services, but also maintain customer relations and take responsibility of expand the markets. Salesperson is an important bridge between enterprises and customers, they also play a key role in the survival of the enterprise. In this study, we adopt international business people as the survey target. Use quality of service delivery as main part, join the organization inertia and personality traits. According to the empirical research of this study, confirmed that customer satisfaction and loyalty will affect the results. This study found senior and large-scale companies should continue to strengthen their own advantages, such as the company''s reputation, product quality and so on. These can make larger companies to achieve the same level of satisfaction and loyalty with less service actions. Smaller companies also should aim to go in this direction to develop. In addition, based on the above difference, therefore, the present study suggests that the larger company''s salesperson should choose to use the emotional service, while the salesperson of the smaller companies should tend to choose the rational service. We expected the results of this study can provide enterprises and salesperson alternatively service actions as a reference. Provide more affordable, more pragmatic and low cost of delivery service and make more with less, the effect of saving time and effort.