Behavioral characteristics of salespeople and customer loyalty relationship
|School||Nanjing Normal University|
|Keywords||Salesperson Behavior characteristic Satisfaction Loyalty|
Along with the intensifying product homogeneity and the increasing maturity of customer consumption psychology, customers have more choices for buying things, winning customer loyalty means winning the market. Since 1980s, many academic researches show that, improving the sales staff behavior and strengthening the contact with customers, are very important guarantee for retaining customers and keeping the competitive in the market under the background of homogeneous products.The literatures of sales personnel characters almost focus on personality attributes before. However, fewer scholars study behavior characters, What is more, although there are many scholars research about what factors influence customer loyalty, there are relatively few studies have examined what salespeople can do to establish strong customer loyalty. However in many settings a salesperson, because of his or her closeness to customers, is central to the development of strong buyer-seller relationships.For the above reasons, this paper, from the salesperson behavior characters view, research the constitute factors of salesperson behavioral characteristics and the mechanism of customer loyalty for sales personnel behavior. Through the literatures review and questionnaire review, a conceptual model is advanced. Then we investigated consumers of the household appliances and collected effective questionnaires. After that we carry on the quota date statistical analysis in SPSS. The empirical results supported most of our hypothesis. The main conclusion is showed as follows:First, the research on constitutes factors of salesperson behavior characters. Based on relevant research results and questionnaire investigation for costumers, the author constructs sales personnel behavior characteristics in the household appliances industry for six dimensions, which is professional, morality, communication, responsiveness, reliability and politeness. The six factors come out five by dimension reduction through exploratory factor analysis, responsiveness and reliability merged into one factor; the other four factors are the same by the tentative idea.Second, the relationship of salesperson behavior characteristics and customer satisfaction. Except courtesy factor, the other four factors have the remarkable positive influence on customer satisfaction, there is an order form effectively high to effectively low, which is professional, morality, communication and reliability. Politeness has no such remarkable positive influence on customer satisfaction. Third, the relationship of salesperson behavior characteristic and customer loyalty. Except courtesy factor, the other four factors have significantly positive effects for customer loyalty, form effectively high to effectively low, the order is morality, professional, reliability and communication, among them, morality, reliability and professional have a direct influence on customer loyalty, and the communication has an indirect impact on customer loyalty through customer satisfaction. Courtesy has no significant positive effect on customer loyalty.