STUDYING THE EFFECT OF SALESPERSONS' CHARACTERISTICS AND RELATIONAL SELLING BEHAVIOR ON CUSTOMERS LOYALTY (Case Study: Tehran Sarmayeh Bank Branches)
Journal Title: Asian Journal of Management Sciences and Education - Year 2018, Vol 7, Issue 1
Abstract
Nowadays, attracting and maintaining customers in the banking industry of country has become far more problematic due to the activation of private banks, the development of information and communication, and thecustomers becoming more informed and experienced, and the victory in today's highly competitive world needs appropriate strategy for marketing and acquiring customer loyalty. This research has been performed aiming to investigate the impact of salespersons' characteristics and relational selling behavior on customer loyalty. The plan of present research is descriptive of correlation type by using the causal model. The statistical population of research consisted of the customers of Tehran Sarmayeh Bank Branches that by using available cluster sampling method 384 people were selected. The research tool is a standard questionnaire with 24 questions. Validity of the questionnaire was confirmed by using content and structure validity method. Also, the reliability coefficient for the salesperson's characteristics was 0.915, the relational selling behavior was 0.925, and the customer loyalty was 0.814. The results obtained from performing the questionnaire were analyzed by using SPSS22 and Smart PLS3 software. The findings showed that the salesperson's characteristics (route coefficient = 0.472) and relational selling behavior (route coefficient = 0.439) impact on customer loyalty. Also, all of the research minor hypotheses were confirmed.
Authors and Affiliations
Mehrnoush Emaratkar, Esfandiar Doshmanziari, Mohammad Sadegh Ziaei
Keywords
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