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The Effect of Salesperson Trust, Preferential Treatment & Commitment on Customer’s Loyalty

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Author(s): AHSAN AZIM, AKMAL HUSSAIN and MUHAMMAD ASGHAR ALI.

Journal: International Review of Management and Business Research
ISSN 2306-9007

Volume: 2;
Issue: 1;
Start page: 184;
Date: 2013;
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Keywords: Customer loyalty | Store loyalty | Commitment to salesperson.

ABSTRACT
The paper shows the importance and effect of preferential treatment by salespersons & customerssalespersons relationship & trust for store loyalty. Providing preferential treatment and building trust of customers on salespersons can be very helpful for the managers to make their customers loyal. This long term relationship will help the retail store to gain profit and survive in the business world. A questionnaire was used to collect the data. Most of the data was collected from university students by using convenience sampling, but some respondents from different field of life was also included for the generalizability. A sufficient number of females are also included, as needed for the effective results of the study. Both, preferential treatment and trust on salespersons, shows a positive impact on building up the store loyalty. The result also shows that trust on salesperson has more impact on making the customers committed towards the salespersons and hence create them loyal towards the store.
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