The Characteristics Of Sales Personnel Impact On The Relationship Between Quality And Customer Loyalty

Since the 1990s, relationship marketing has been a hot issue to the business and the academia. Relationship quality is one of the most important concepts in relationship marketing theory. In order to develop and maintain the long-term relationship between buyers and sellers, we must upgrade the relationship quality from many aspects.The literatures of relationship quality almost focus on organizational market before. Howerver, fewer scholars study relationship quality in customer market. In additional, which facts constitute relationship quality? There is no consensus among the scholars. What is more, although there are many scholars research about what factors influence relationship quality, there are relatively few studies have examined what salespeople can do to establish strong customer relationships. Howerver 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 attributes view, research the relationship of selasperson attributes, relationship quality and customer loyalty. Through the literatures review and deep interview, a conceptual model is advanced. Then we investigated consumers of the Marykay and the AVON and collected 242 effective questionnaires. After that we carry on the quota date statistical anaysis in SPSS. The empirical results supported most of our hypothesis. The main conclusion is showed as follows:(1) The customers perceived salesperson attributes is consisted of customization, expertise, promptness, ethical selling, empathy, politeness and similarity.(2) Customization, expertise, politeness, empathy and promptness have the remarkable positive influence on customer satisfaction, but the weights are various. While other facets of salesperson attributes have no such remarkable influence.(3) Customization, expertise, ethical selling, empathy and similarity have the remarkable positive influence on customer trust, but the weights are various. While other facets of salesperson attributes have no such remarkable influence.(4) Customization, expertise and empathy have the remarkable positive influence on customer commitment, but the weights are various. While other facets of salesperson attributes have no such remarkable influence.(5) The three factors of relationship quality all have the remarkable influence on customer loyalty. (6) Except of politeness, the other factors of salesperson attributes are intermediary affect customer loyalty through relationship quality.