fdb – Forschungsdatenbank der Europa-Universität Viadrina Frankfurt (Oder)

Forschungsergebnis (Zeitschriftenartikel)

Tim Oliver Brexendorf, Silke Mühlmeier, Torsten Tomczak, Martin Eisend: The Impact of Sales Encounters on Band Loyalty

Abstract

Gaining and sustaining brand loyalty is a key challenge in increasingly competitive markets. Many marketing researchers as well as practitioners emphasize the critical role of the interpersonal interaction between the customer and the salesperson in influencing customer satisfaction, generating favorable brand attitudes and strengthening the bond between the customers and the brand. So far, empirical research that investigates how sales  encounters impact brand loyalty by enhancing customer satisfaction with the sales encounter is lacking. Using data from 154 dyads of customers and salespersons of a large automobile brand, this study shows the perceptions of both the customer and the salesperson regarding the impact of sales encounter
performance on satisfaction. Sales encounter satisfaction, in turn, leads to brand loyalty by enhancing brand attitude and salesperson loyalty.

Autor Tim Oliver Brexendorf, Silke Mühlmeier, Torsten Tomczak, Martin Eisend
Titel des Aufsatzes The Impact of Sales Encounters on Band Loyalty
Jahr 2010
Zeitschrift Zeitschrift Journal of Business Research
Ausgabe / Nummer 63/11
Ranking B (VHB-Jourqual 2.1 (2011))
Seiten 1148-1155

Einordnung in die Universitätsstruktur

Fakultät Wirtschaftswissenschaftliche Fakultät
Lehrstuhl Professur für Betriebswirtschaftslehre, insbesondere Marketing

Bibliographische Angabe

Tim Oliver Brexendorf, Silke Mühlmeier, Torsten Tomczak, Martin Eisend: The Impact of Sales Encounters on Band Loyalty. In: Journal of Business Research 63/11, 2010, S. 1148-1155.