The Impact of Salespersons’ Professional Image on Customer Loyalty from the Relationship Marketing Perspective

• Main Authors: Pei-Jhen Wu, 吳佩真
• Other Authors: Kai-Li Yieh
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/12836777392137456014

碩士 === 國立彰化師範大學 === 企業管理學系 === 100 === The purposes of this study were to examine the impact of customers' recognition of salespersons' professional image on the relationship quality and customer loyalty, the mediating effects of relationship quality will also be explored. The research subjects are the consumer who deals with the financial institution in Taiwan. Data were collected through questionnaire survey from a sample containing 510 customers. The valid questionnaires are 492. The response rate is 96.47%. To examine hypotheses, the data were analyzed by using descriptive statistics, Cronbach’s α, one-way ANOVA, independent- samples t-test, Pearson correlation analysis and multiple regressions. The conclusions are summarized as follows: 1) Salespersons’ expertise composes three dimensions： market knowledge, product knowledge and customer knowledge. 2) Customers' recognition of salespersons’ expertise is different by marital status and education. 3) Customers' recognition of salespersons’ expertise has significant and positive effects on the relationship quality. 4) Customers' recognition of salespersons’ physical attractiveness has significant and positive effects on the relationship quality. 5) Customers' recognition of salespersons’ listening has significant and positive effects on the relationship quality. 6) Relationship quality significantly and positively affects on customer loyalty. 7) Relationship quality has a partial mediating effect between the salespersons’ listening and the customer loyalty.