This study is to discuss the correlation between customer orientation, customer satisfaction and sales performance, also discuss the mediating effect of customer satisfaction and moderating effects of customer¡¦s personality of salesperson in the animal health industry.
¡§Customer-oriented¡¨ selling can be viewed as the practice of the marketing concept at the level of the individual salesperson and customer. The marketing concept requires an organization to determine the needs of a target market and adapt itself to satisfying those needs better than its competitors. In the marketing concept, all parts of an organization are oriented toward solving customer problems and meeting the needs of the marketplace. ¡§Customer-oriented¡¨ selling is directed toward providing customer satisfaction and establishing mutually beneficial, long-term relationships with its market.
The conclusions of this study and significant to the management are presented as follows:
1.Customer satisfaction and sales performance are significantly related to the practice of customer-oriented selling.
2.Customer satisfaction is significantly related to sales performance.
3.The mediating effect of customer satisfaction is significantly related to sales performance.
4.The interaction between customer personality types (as measured by the MBTI) and customer-orientation were not found to have significant influence.
5.Salespeople might improve customer satisfaction and their performance if they attempted to solve customer problems and meet their needs.
6.Understand the different personal-approach needs of the customers can maintain loyalty and long-term customers and increase sales effectiveness.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0705110-180618 |
| Date | 05 July 2010 |
| Creators | Pai, Min-hua |
| Contributors | Jin-Feng Uen, Shyh-Jer Chen, Liang-Chih Huang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0705110-180618 |
| Rights | not_available, Copyright information available at source archive |
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