The effect of sales force reputation on the dimensions of experiential value-added and customer behavior (Case study: Rossen Therapy Co.)

Subject Areas : Human Capital Empowerment

Ali  GHolipour soleimani ¹ (Department of business administration,faculty of accounting and management,OSU Rasht)
Maryam  Ghorbannejad ² (faculty of Management & Accounting, Islamic Azad University, Rasht, Iran)
Seyedeh Saeedeh  Alamtalab Poshtiri ³ (faculty of Management & Accounting, Islamic Azad University, Rasht, Iran)

Received: 2020-01-24 Accepted : 2020-04-29 Published : 2020-11-21

Keywords: Reputation, customer loyalty, Experiential value added,

Abstract :

The purpose of this study was to investigate the effect of sales force reputation on the dimensions of experiential value-added and customer behavior. The statistical population of the study consisted of customers of Rossen Therapy Co., 50 of whom had the highest volume of purchase and transaction with the company, were selected by non-probability and purposive method. A standard questionnaire was used to collect data. In order to analyze the data, partial least squares method and Smart PLS software were used. The results of the research showed that sales force reputation positively and significantly influences the dimensions of experiential value-added as well as the service excellent and the enjoyable interaction effects on customer loyalty and also the loyalty effects on the customer's share of wallet. Of course, the effect of the service excellent and enjoyable interaction on customer's share of wallet and the effect of economic value and service productivity on customer loyalty were not confirmed.

References:

اشفاق، سپیده؛ خدادادحسینی، سید حمید و منصوری، فرشته (1398). تأثیر نوستالژی و بازاریابی تجربی بر رضایت مشتریان از طریق تبیین ارزش های تجربی: مطالعه‌ای از مکان-های گردشگری شهر اصفهان، گردشگری شهری، شماره 2، 32-15.

آقاموسی، رضا و چهره، لاله (1395). رابطه شهرت نیروی فروش و رفتار مشتری: نقش تجربی ارزش افزوده توسط نیروی فروش. سومین همایش بین‌المللی مدیریت اقتصاد و توسعه، تهران.

حقیقی، محمد، حسینی، سید حسن؛ اصغریه اهری، حامد، آرین، ابوالفضل و دریکنده، علی (1391). بررسی تأثیر تاکتیک‌های بازاریابی رابطه‌ای بر وفاداری مشتریان از منظر مشتریان شرکت ایرانسل، فصلنامه علمی-پژوهشی تحقیقات بازاریابی نوین، شماره 4، 62-45.

شیرخدایی، میثم؛ مدهوشی، مهرداد و حاتمی، کیوان (1391). بررسی رابطه بین مهار‌ های فروش و عملکرد کارکنان فروش نقش میانجی رضایت شغلی، چشم‌انداز مدیریت بازرگانی، شماره 1، 169-149.

صابرمنش، سعید و درخشان، رستم (1397). رابطه بین شهرت نیروی فروش و سهم کیف پول مشتری: نقش ارزش افزوده تجربی توسط نیروهای فروش، نخستین همایش ملی پژوهش های کاربردی در مدیریت، روانشناسی و علوم تربیتی، ساوه.

صادق حسنی، اردلان و میرموسوی، سیده زهرا (1399). تأثیر بازاریابی در شبکه‌های اجتماعی بر رفتار مشتریان با توجه به نقش میانجی ارزش ویژه ی برند و ارزش لذت‌جویی (مورد مطالعه: مشتریان گوشی‌های تلفن همراه اپل، اچ تی سی، سامسونگ و سونی در شهر رشت)، چهارمین کنفرانس ملی پژوهش در حسابداری و مدیریت، تهران.

طالاری، محمد و دهقانی قهنویه، عادله (1398). تأثیر ارزش‌های تجربی بر نگرش هم‌آفرینی مشتری و رفتارهای هم‌آفرینی ارزش مشتری در صنعت گردشگری؛ مطالعه گردشگران شهر اصفهان، تحقیقات بازاریابی نوین، شماره 3، 1-18.

Babin, B. J., Griffin, M., Borges, A., & Boles, J. S. (2013). Negative emotions, value and relationships: differences between women and men. Journal of Retailing and Consumer Services, 20(5), 471-478.

Baumann, C., Burton, S., & Elliott, G. (2005). Determinants of customer loyalty and share of wallet in retail banking. Journal of Financial Services Marketing, 9(3), 231-248.

Boonlertvanich, K. (2019). Service quality, satisfaction, trust, and loyalty: the moderating role of main-bank and wealth status. International Journal of Bank Marketing, 37(1), 278-302.

Budianto, A. (2019). Customer Loyalty: Quality of Service. Journal of Management Review, 3(1), 299-305.

Chen, S. C. (2015). Customer value and customer loyalty: Is competition a missing link? Journal of Retailing and Consumer Services, 22, 107-116.

Choi, K. S., Cho, W. H., Lee, S., Lee, H., & Kim, C. (2004). The relationships among quality, value, satisfaction and behavioral intention in health care provider choice: A South Korean study. Journal of Business Research, 57(8), 913-921.

DeVincentis, J., & Rackham, N. (1999). Rethinking the Sales Force: Redefining Selling to Create and Capture Customer Value. McGraw Hill Professional.

Echchakoui, S. (2016). Relationship between sales force reputation and customer behavior: Role of experiential value added by sales force. Journal of Retailing and Consumer Services, 28, 54-66.

Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of marketing, 58(2), 1-19.

Garland, R., & Gendall, P. (2004). Testing Dick and Basu’s customer loyalty model. Australasian Marketing Journal, 12(3), 81–87.

Ghosh, M., & John, G. (2009). When should original equipment manufacturers use branded component contracts with suppliers? Journal of Marketing Research, 46(5), 597-611.

Gremler, D.d., & Gwinner, K.P. (2000). Customer-employer apportion service relationships. Service Research, 3(1), 82–104.

Grönroos, C. (1997). Value‐driven relational marketing: from products to resources and competencies. Journal of marketing management, 13(5), 407-419.

Grönroos, C. (2000). Creating a relationship dialogue: communication, interaction and value. The marketing review, 1(1), 5-14.

Gültekin, B., & Özer, L. (2012). The influence of hedonic motives and browsing on impulse buying. Journal of Economics and Behavioral Studies, 4(3), 180-189.

Hunt, S. D., & Morgan, R. M. (1995). The comparative advantage theory of competition. Journal of marketing, 59(2), 1-15.

Keng, C. J., & Ting, H. Y. (2009). The acceptance of blogs: using a customer experiential value perspective. Internet Research, 19(5), 479-495.

Keng, C. J., Huang, T. L., Zheng, L. J., & Hsu, M. K. (2007). Modeling service encounters and customer experiential value in retailing: An empirical investigation of shopping mall customers in Taiwan. International Journal of Service Industry Management, 18(4), 349-367.

Kumar, R. (2008). How experiential marketing can be used to build brands–A case study of two specialty stores. Innovative Marketing, 4(2), 70-76.

Lapwong, T. (2018). The Effect of Trust-based Relationship between Salesperson and Customer on Intention to Purchase. Princess of Naradhiwas University Journal of Humanities and Social Sciences, 5(2), 217-225.

Liu, A. H. (2006). Customer value and switching costs in business services: developing exit barriers through strategic value management. Journal of Business & Industrial Marketing, 21(1), 30-37.

Liu, A. H., & Leach, M. P. (2001). Developing loyal customers with a value-adding sales force: Examining customer satisfaction and the perceived credibility of consultative salespeople. Journal of Personal Selling & Sales Management, 21(2), 147-156.

Mathwick, C., Malhotra, N. K., & Rigdon, E. (2002). The effect of dynamic retail experiences on experiential perceptions of value: an Internet and catalog comparison. Journal of retailing, 78(1), 51-60.

Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment☆. Journal of retailing, 77(1), 39-56.

Meyer-Waarden, L. (2007). The effects of loyalty programs on customer lifetime duration and share of wallet. Journal of Retailing, 83(2), 223-236.

Oh, H., Fiore, A. M., & Jeoung, M. (2007). Measuring experience economy concepts: Tourism applications. Journal of travel research, 46(2), 119-132.

Palmatier, R. W., Scheer, L. K., Houston, M. B., Evans, K. R., & Gopalakrishna, S. (2007). Use of relationship marketing programs in building customer–salesperson and customer–firm relationships: Differential influences on financial outcomes. International Journal of Research in Marketing, 24(3), 210-223.

Pappu, R., Quester, P. G., & Cooksey, R. W. (2005). Consumer-based brand equity: improving the measurement–empirical evidence. Journal of Product & Brand Management, 14(3), 143-154.

Park, J. E., & Deitz, G. D. (2006). The effect of working relationship quality on salesperson performance and job satisfaction: Adaptive selling behavior in Korean automobile sales representatives. Journal of Business Research, 59(2), 204-213.

Plank, R. E., & Reid, D. A. (1994). The mediating role of sales behaviors: an alternative perspective of sales performance and effectiveness. Journal of Personal Selling & Sales Management, 14(3), 43-56.

Rauyruen, P., Miller, K. E., & Groth, M. (2009). B2B services: linking service loyalty and brand equity. Journal of Services Marketing, 23(3), 175-186.

Reynolds, K. E., & Arnold, M. J. (2000). Customer loyalty to the salesperson and the store: examining relationship customers in an upscale retail context. Journal of personal selling & sales management, 20(2), 89-98.

Roberts, P. W., & Dowling, G. R. (2002). Corporate reputation and sustained superior financial performance. Strategic management journal, 23(12), 1077-1093.

Shaikh, A. A., Karjaluoto, H., & Häkkinen, J. (2018). Understanding moderating effects in increasing share-of-wallet and word-of-mouth: A case study of Lidl grocery retailer. Journal of Retailing and Consumer Services, 44, 45-53.

Shapiro, C. (1989). The theory of business strategy. The Rand journal of economics, 20(1), 125-137.

Sharma, A., & Levy, M. (2003). Salespeople's affect toward customers: Why should it be important for retailers? Journal of Business Research, 56(7), 523-528.

Shobeiri, S., Laroche, M., & Mazaheri, E. (2013). Shaping e-retailer’s website personality: The importance of experiential marketing. Journal of Retailing and Consumer Services, 20(1), 102-110.

Srivastava, M., & Kaul, D. (2014). Social interaction, convenience and customer satisfaction: The mediating effect of customer experience. Journal of Retailing and Consumer Services, 21(6), 1028-1037.

Tartaglione, A. M., Cavacece, Y., Russo, G., & Granata, G. (2019). A Systematic Mapping Study on Customer Loyalty and Brand Management. Administrative Sciences, 9(1), 1-21.

Varshneya, G., & Das, G. (2017). Experiential value: Multi-item scale development and validation. Journal of Retailing and Consumer Services, 34, 48-57.

Woodall, T. (2003). Conceptualising ‘value for the customer’: an attributional, structural, and dispositional analysis. Academy of marketing science review, 12(1), 1-42.

Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the academy of marketing science, 28(2), 195-211.