A Study of Customer Orientation and Customer Commitment in the Food Sector of Pakistan

Abstract

This study examines the relationshipofa firm’scustomer orientations, salesperson customer-orientedbehaviorandcustomer intimacywithcustomer commitment. For the purpose of this study, the interpersonal relationship marketing model and the interpersonal attractioninvestment model are employed to propose the conceptual model. The conceptual model suggests that (1) firm’scustomer orientation positively influencesthe salesperson customer-orientedbehavior;(2) salesperson customer-orientedbehavior positively influences the customer intimacy;(3) customer-orientedbehavior positively mediates between customer orientation and customer intimacy;and (4) customer intimacy actsa positive mediatorbetweenthesalesperson customer-orientedbehavior and customer commitment. Through the course of this study, theproposed conceptual modelswere tested with the data collected from the firm and customer dyads. Moreover, thedata is collected from the food sector ofPakistan. Furthermore, the Smart-PLSis usedto testthestandardized dyadic data sets. Results have providedsubstantial support for the proposedconceptual model. Thereis strong support for the salesperson customer-orientedbehavior,and customer intimacy as mediator. Additionally, the results validate the interpersonal relationship marketing modeland the Rusbult investment modelas well. From a managerial perspective,this study canhelp organizational policy makersto understand the importance of salesperson behavior,and customer emotions for a long-term relationshipwith the targetedcustomer of the specific firm.