بایگانی برچسب برای: Customer loyalty

Effects-of-Ethical-Sales-Behavior-Considered.[taliem.ir]

Effects of Ethical Sales Behavior Considered through Transaction Cost Theory: To Whom Is the Customer Loyal?

This paper, based on transaction cost theory and from the customer’s perspective, examines the relationships between a salesperson’s ethical sales behavior, the customer-perceived confidence benefits, and customer satisfaction, thereby considering to which party the customer is loyal. The results show that in consideration of transaction cost, the confidence benefits customer perceived from salesperson’s ethical sales behavior are found a critical factor affecting customer satisfaction/loyalty, and that customer satisfaction has a significantly direct effect on loyalty to the salesperson but has no significantly direct effect on loyalty to the firm, in contrast to the results of previous studies. The finding indicates that the salesperson plays a key role in retaining customer loyalty to the firm.
Relationship marketing and[taliem.ir]

Relationship marketing and customer loyalty

Purpose – To examine the impact of relationship marketing strategy on customer loyalty. Design/methodology/approach – A questionnaire derived from previous studies and the relevant literature was completed by 220 bank customers in Malaysia. Multiple regression analysis assessed the impact on customer loyalty of four key constructs of relationship marketing (trust, commitment, communication and conflict handling). Findings – The four variables have a significant effect and predict a good proportion of the variance in customer loyalty. Moreover, they are significantly related to one another. Research limitations/implications – The relationships investigated in this study deserve further research. Because the data analysed were collected from one sector of the service industry in one country, more studies are required before general conclusions can be drawn. Practical implications – It is reasonable to conclude, on this evidence, that customer loyalty can be created, reinforced and retained by marketing plans aimed at building trust, demonstrating commitment to service, communicating with customers in a timely, reliable and proactive fashion, and handling conflict efficiently. Originality/value – Reinforces and refines the body of knowledge relating to customer loyalty in service industries.