True loyalty, which denotes customer's willingness to continue patronizing a firm over the long term, buying its goods and service on a repeated and preferably exclusive basis, and voluntarily giving word-of-mouth referrals to friends and associates, is an extremely valuable asset to the financial service providers - as the customer's motivation for switching to competitive alternatives is reduced. A conceptual model is developed in this paper to present the likely influence of customer relationship quality with the salesperson on the development of true customer service loyalty (dispositional dimension) to the associated financial service provider firm through personal capitalization on a customer's trust, satisfaction, commitment, affective conflict and reduced perceived risk with the salesperson (attributional dimensions) and a customer's positive perceived service quality of the firm (structural dimension). It is suggested that a strong customer relationship with a financial planning salesperson leads to true service loyalty to the principal, as positive attitudes towards the salesperson are transferred directly to the firm. In situations where a strong relationship develops between the customer and only one particular salesperson, true loyalty to the firm will be a consequential outcome of high personal loyalty and, therefore, rely on the continued availability of the salesperson. To assist managers in encouraging relationship development between their financial planning sales professionals and their customers, potential antecedents of relationship quality in the perspective of sales ethics and interpersonal selling behaviours are identified and discussed in this paper. / Thesis (DBA(DoctorateofBusinessAdministration))--University of South Australia, 2006.
| Identifer | oai:union.ndltd.org:ADTP/267213 |
| Creators | Su, Ee Ann. |
| Source Sets | Australiasian Digital Theses Program |
| Language | English |
| Detected Language | English |
| Rights | copyright under review |
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