销售人员创业行为对顾客满意、信任、承诺和忠诚的影响

Rahmah Widyaningrum, R. E. Halim
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引用次数: 1

摘要

过去10年见证了客户导向从商品主导到服务主导逻辑的巨大转变(Vargo, Merz, He, & Vargo, 2014)。销售人员不仅销售产品或服务,而且还专注于帮助客户做出正确的决定,购买满意的产品或服务(Singh & Koshy, 2012)。销售人员的创业行为,如创新性、主动性和冒险精神(Amyx, Bhuian, & Shows, 2016),有助于公司增加销售额和培养客户关系。本研究旨在探讨销售人员创业行为对顾客满意、信任、承诺和忠诚的影响。这种影响在银行业的背景下,研究使用结构方程模型。研究结果发现,销售人员的创业行为影响顾客满意度、信任、承诺和忠诚度。关键词:创业行为,顾客满意,信任,承诺,忠诚
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Impact of Salespeople's Entrepreneurial Behavior toward Customer Satisfaction, Trust, Commitment, and Loyalty
The past 10 years has witnessed a dramatic shift in customer’s orientation from goods-dominant to servicedominant logic (Vargo, Merz, He, & Vargo, 2014). Salespeople not only sell a product or service, but also focus on helping customers to make the right decision to buy a satisfactory product or service (Singh & Koshy, 2012). Salespeople’s entrepreneurial behavior, such as innovativeness, proactiveness, and risk taking (Amyx, Bhuian, & Shows, 2016), helps a company to increase sales and foster customer relationships. The present study aims to examine the impact of salespeoples’ entrepreneurial behavior on customer satisfaction, trust, commitment, and loyalty. This impact in the context of banking industry is examined using structural equation model. The study results found that salespeople’s entrepreneurial behavior affected customer satisfaction, trust, commitment, and loyalty. Keywords—entrepreneurial behaviors, customer satisfaction, trust, commitment, loyalty
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