Relationship marketing and customer orientation of sales people: learning from banks

Abeysekera, Nalin; Wickramasinghe, Ananda

doi:10.1504/ijfsm.2013.052893

Cited by 6 publications

(10 citation statements)

References 33 publications

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“…Today, the role of a salesperson has become even more critical ( Abeysekera and Wickramasinghe, 2013 ); it has evolved from implementing the selling function to become a core value creator for customers and sales organisations ( Zhang and Glynn, 2015 ). In addition, sales organisations require their salespeople to deal with increasingly complex sales situations, persuade buyers within increasingly competitive environments, build trust and achieve overall organisational sales goals ( Ahearne and Rapp, 2010;Franklin and Marshall, 2018 ).…”

Section: Introductionmentioning

confidence: 99%

Investigating Salesperson Performance Factors: A Systematic Review of the Literature on the Characteristics of Effective Salespersons

Herjanto

Franklin

2019

Australasian Marketing Journal

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Business and consumer buying behaviour has changed dramatically in recent time; a fact that is not lost on selling organisations when considering how best to recalibrate salesperson performance measures in response. However, a contemporary, systematic review of the academic literature concerning those most effective salesperson performance factors is markedly absent. This study joins a long line of investigatory efforts regarding the characteristics and habits of successful salesperson performance by adopting meta-analysis techniques to investigate the salesperson performance literature, content-analysing over 250 published articles from 1986 to 2017 and synthesising the findings into a new salesperson performance typology. The study finds that personal, organisational, co-worker, buyer and situational dimensions are responsible for increasing salespersons’ performance. Additionally, this work offers a parsimonious overview of current key salesperson performance research as well as a clear agenda for future salesperson performance research.

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Section: Introductionmentioning

confidence: 99%

Investigating Salesperson Performance Factors: A Systematic Review of the Literature on the Characteristics of Effective Salespersons

Herjanto

Franklin

2019

Australasian Marketing Journal

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“…Another possibility is to segment the customer base considering personal values and demographic variables. Also, bank managers can launch retention programs based on the phases of loyalty, giving different treatment for customer in distinct loyalty stages, thus increasing the customer orientation (Abeysekera and Wickramasinghe, 2013).…”

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confidence: 99%

The influence of personal values and demographic variables on customer loyalty in the banking industry

Henrique

Matos

2015

International Journal of Bank Marketing

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Purpose – Even though personal values are considered an important variable in consumer studies, rarely has it been related to customer loyalty, especially in the banking context and considering the different loyalty phases. Hence, the purpose of this paper is to investigate the influence of personal values on loyalty phases in the private banking industry, taking into account the moderating influence of demographic variables. Design/methodology/approach – After developing a theoretical framework based on the relevant literature, a research model is proposed and empirically tested with data from a survey with 891 bank customers from Brazil. Hypotheses of moderation were tested using structural equation modelling technique. Findings – Results suggested that customers that place more importance on growth and achievement as personal values are less loyal to their bank, considering all four stages of loyalty. Moreover, this effect was more pronounced for female, older and high-income consumers, supporting the moderating effect of these demographic variables. Research limitations/implications – One of the limitations was that the sample was not probabilistic. To compensate this issue, the authors have used the approach of splitting the sample and use one for calibration and other for estimation. Another limitation was the small subgroups of high and low education, which might be responsible for the nonsignificant finding, due to low statistical power in the z-test. Future studies should consider using quota samples in order to have sample size greater than 150 cases in each category of variables such as age, education and income. Practical implications – This study emphasizes the relevance of personal values, especially the dimensions of growth/achievement and security/social affiliation, and demographic variables when considering customers’ loyalty in the private banking industry. Managers should give different treatment for customers in distinct loyalty stages and with different demographics, thus increasing the customer orientation and segmentation efficacy. Originality/value – The study tests a theoretical model that analyses the influence of two dimensions of personal values on loyalty, with originality on the loyalty phases (from cognitive to action) and the contingent effect of demographic variables, such as gender, age, education and income. Moreover, the model is tested in a sample of private banking customers from an emerging market, i.e., Brazil.

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“…However, a key element of successful relationship marketing efforts is the longevity and strength of bonds created between firms and customers (Berry, 2002;Sheth & Parvatiyar, 1995). This outcome surpasses the notion of customer retention; thereby, through effective communication and customer satisfaction, companies earn the loyalty of their customers (Abeysekera & Wickramasinghe, 2013;Berry, 2002;Lewin & Johnston, 1997;Zakaria et al, 2018). Customer loyalty not only contributes to profitability but provides a basis from which companies can better predict and influence consumer behaviour (Lewin & Johnston, 1997;Zakaria et al, 2018).…”

Section: Overview Of Relationship Marketingmentioning

confidence: 99%

Promotion of Academic Integrity Through a Marketing Lens for Canadian Post-secondary Institutions

Teymouri

Boisvert

John-West

2022

Academic Integrity in Canada

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Although the study of academic integrity has addressed numerous perspectives on how to encourage, teach, and manage student behaviour, little has appeared on how to promote it beyond an educational or cultural lens. Though emphasis in the classroom through teaching is important to an overall understanding of academic integrity, the promotion—specifically through marketing tactics—may offer an entirely new and applicable approach to communication between academic institutions and students. Specific suggestions include gathering data on academic misconduct on a consistent basis, using data for institutional analysis of trends in misconduct so that a tailored approach to addressing specific challenges may be planned, and engaging students through relevant mediums and methods familiar to them.

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Relationship marketing and customer orientation of sales people: learning from banks

Cited by 6 publications

References 33 publications

Investigating Salesperson Performance Factors: A Systematic Review of the Literature on the Characteristics of Effective Salespersons

Investigating Salesperson Performance Factors: A Systematic Review of the Literature on the Characteristics of Effective Salespersons

The influence of personal values and demographic variables on customer loyalty in the banking industry

Promotion of Academic Integrity Through a Marketing Lens for Canadian Post-secondary Institutions

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