Relationship Between Customer Satisfaction and Loyalty on the Internet

Purpose  

Although the relationship between satisfaction and loyalty has been the focus of a good deal of research, the complex nature of that relationship continues to pose a good many unanswered questions. The present study proposes a four-way classification of the perspectives that tend to be taken by researchers on the said relationship. By theoretically and empirically reviewing these four approximations in an on-line context, the study aims to clarify the nature and strength of the relationship between these two variables.     

服务提供者交际活动与顾客忠诚的关系

对Koermer的"服务提供者交际活动量表"(Service Provider Sociality Scale)修订以形成适合中国文化背景的服务提供者交际活动量表,根据顾客忠诚的研究编制了顾客忠诚量表,顾客忠诚包括对服务提供者的个人忠诚及与服务提供者所在组织的组织忠诚。先后对684名被试进行调查,探索性因素分析和验证性因素分析结果表明,服务提供者交际活动有三个因素构成——礼节性交际活动、社会性交际活动、私密性交际活动。回归分析表明,社会性交际活动是顾客忠诚的最重要预测变量。     

Gaining Customer Trust: A Conceptual Guide for the Salesperson

Abstract

This article applies what the behavioral sciences know about trust to industrial sales situations. Trust between an industrial buyer and salesperson is defined cognitively and behaviorally. A model of this trust-building process is presented and appropriate behaviors for sales representatives who wish to build trust are discussed. The interactions between experience, general knowledge, and trust building are examined in light of possible situations a sales representative might encounter. The findings suggest that both firm and salesperson can act positively to build and maintain trust with their clients.     

Retail Salesperson Attributes and the Role of Dependability in the Selection of Durable Goods

This study examines the importance which consumers place on various salesperson attributes in the retail purchase of durable goods. From an original list of 25 salesperson characteristics, exploratory factor analysis was used to identify seven underlying dimensions, and trustworthiness was found to be of greatest importance. Because past research had suggested that dependability was a critical buyer concern, the extent to which retail salespeople were considered dependable in providing a number of specific selling services was also examined as an additional part of the present study. This analysis generally showed that while consumers place great importance on sales rep dependability, they do not have high levels of confidence in the current retail sales force providing it.     

Stigma Management of Male and Female Customers to a Non-Urban Adult Novelty Store

Previous studies on adult bookstores focused almost exclusively on stores located in large urban settings and confined most of their analyses to the behaviors of male customers. For the present study, ethnographic data were collected in an adult store located in a non-urban environment to examine the full range of behaviors of both females and males. Although adult store norms that were previously identified were also noted in this study, additional stigma management strategies and customer behaviors were observed. Additionally, patterns in the types of strategies employed were observed among men and women. Several hypotheses are offered to explain the range of stigma management strategies used.     

服务提供者交际活动与顾客忠诚:消费情绪的中介作用

为探讨消费情绪在服务提供者交际活动与顾客忠诚之间的中介作用.采用服务提供者交际活动量表、顾客忠诚量表和消费情绪量表对624名被试进行调查.结构方程模型分析表明,积极情绪能够部分中介服务提供者交际活动对个人忠诚的影响,并能够完全中介服务提供者交际活动对组织忠诚的影响;消极情绪在服务提供者交际活动与顾客忠诚之间的中介作用不显著;顾客对服务提供者的个人忠诚能够完全中介服务提供者交际活动对组织忠诚的影响.     

Exploring the Effects of Anticounterfeiting Strategies on Customer Values and Loyalty

Product counterfeiting, a serious problem throughout the world, is particularly challenging for luxury brands, which often have simple designs and a value that depends largely on buyers' perceptions. This study incorporates the concept of customer value into an investigation of the anticounterfeiting strategies. Both hedonic and utilitarian values positively influence customer loyalty toward luxury brands. As a means to strengthen customer values, legal and product strategies positively influence customers' hedonic value, whereas communication and product strategies positively influence their utilitarian value. The managerial implications of these findings and directions for further research are discussed.     

The Relationship of Attributional Style to Learned Helplessness in an Interpersonal Context

The construct validity of the Attributionai Style Questionnaire (ASQ), developed from Seligrnan's reformulated model of learned helplessness and depression, was evaluated in an interpersonal context rather than in the typical research context of an impersonal academic task. Forty college women who had completed the ASQ 1 to 2 months earlier interacted with potential male dates. The subjects reported their causal attributions for dating outcomes as well as their outcome expectations and depressive affect before and after in-, teraction that resulted in their rejection. Several attributional indices on the ASQ did predict subjects' causal attributions for dating failure and expectations of outcomes with a different potential date. While expectations and affect were related, neither dispositional nor situational attributions predicted affective responses to rejection. Subjects, ages and physical attractiveness were also found to influence cognitive aspects of subjects' interpersonal experience. The results were discussed in terms of the utility of the ASQ and the reformulated learned helplessness model.     

Response to Comment: Starting to Solve the Method Puzzle in Salesperson Self-Report Evaluations

This response addresses the comments of Sharma, Rich, and Levy (2004) about the generalizability of the performance effect. The comments are addressed by bringing additional theoretical and empirical support with a new study that replicates and extends the results of our 2003 paper. Results confirm our 2003 findings that bottom performers overestimate and that top performers underestimate their job performance. Further, results confirm our 2003 findings that bottom performers are significantly more inaccurate than top salespeople in their performance estimation. Finally, this study extends previous research by providing evidence that the inaccuracy in self-evaluations is reduced when factualbased questions are used.     

Comment: Starting to Solve the Method Puzzle in Salesperson Self-Report Evaluations

In a recent Journal of Personal Selling & Sales Management paper, Jaramillo, Carrillat, and Locander (JCL) further extended our understanding of the errors of salesperson self-report evaluations when compared to managerial evaluations. Our paper provides contrary evidence on three major conclusions drawn in this study. First, we question the assertion by JCL that the correlation between self-report and objective measures of performance is consistently low. Second, we question JCL’s claim that the correlation between managerial evaluations and objective measures of performance is consistently high. Third, we question the key finding of JCL that self-report measures of salesperson performance are less accurate than managerial evaluations. We provide an alternative perspective to these issues by highlighting past research on performance measurement. Moreover, we reanalyze data from a previously published study to examine the issues raised by JCL. Our expectation is that this comment will serve as an impetus for further research in this area.     

Salesperson Listening in the Extended Sales Relationship: An Exploration of Cognitive,Affective, and Temporal Dimensions

This paper reports the findings of an exploratory study of salesperson listening in the context of an extended sales relationship. In-depth interviews with both buyers and sellers suggest that listening has both cognitive and affective characteristics. Moreover, the data indicate a temporal dimension of listening, not addressed in current models of listening in the sales literature. Further, there appears to be a link between the salesperson’s listening and the impressions of affective and cognitive empathy created and maintained over the course of sales interactions with customers. The impressions of affective and cognitive empathy created may affect the development of buyer–seller relationships.     

Examining the Social Context of Bullying Behaviors in Early Adolescence

Familial and adult influences, peer relations, and distal contextual factors were tested as correlates of a continuous measure of bullying behavior within a sample of 558 middle school students. Only 19.5% of the sample reported exhibiting no bullying behavior in the past 30 days. Parental physical discipline, time spent without adult supervision, negative peer influences, and neighborhood safety concerns were each positively associated with bullying behavior. In contrast, positive adult role models were associated with less bullying behavior. Results suggest that counselors should focus prevention and intervention efforts on the risk factors within the larger social context of an adolescent's life.     

Linking Performance Outcomes to Salesperson Organizational Citizenship Behavior in an Industrial Sales Setting

More than ever before, firms in the industrial marketplace are focusing on the contribution of the salesperson and selling role to organizational success. Considerable recent research shows that not only in-role but also extra-role behaviors—organizational citizenship behaviors (OCBs)—are important in modeling salesperson performance. Yet, to date little effort has focused on examining the impact of OCB on relevant performance outcomes. Employing a sample of 207 industrial field salespeople from two companies and industries across the United States, this study reveals differences in impact of OCB on four diverse performance outcome types. The findings are discussed in terms of managerial applicability to industrial sales organizations, and a resulting set of next research steps is presented.     

Effects of Personality Characteristics on Knowledge,Skill, and Performance in Servicing Retail Customers

This study tested the idea that some personality variables are related to interpersonal aspects of job performance primarily through interpersonal knowledge and skill, just as cognitive ability has been shown to be related to technical aspects of job performance primarily through technical knowledge and skill. We measured personality factors, cognitive ability, customer service knowledge (through a structured interview), customer service skill (through role‐play simulations), and customer service performance (through supervisory ratings) in a sample of 140 retail store associates. As expected, results showed that interpersonally oriented personality characteristics are related to customer service knowledge even when effects of ability, conscientiousness, and experience are taken into account, and that customer service knowledge and skill together carry the indirect effects of personality characteristics, ability, and experience to customer service performance. We also found that conscientiousness moderates the relation between knowledge and performance such that knowledge predicts performance best for people who are highly conscientious.     

Religious Context Matters: Exploring the Relationship Between Religious Context and Underage Alcohol Consumption

Previous research has demonstrated that individual religious beliefs and practices may reduce the likelihood of underage alcohol consumption, but less is known about how the overall religious cultural influence of a religion may influence individual alcohol consumption behaviors. Using multilevel analyses on two waves of the National Study of Youth and Religion merged with county-level variables from the U.S. Census and the Religious Congregations and Membership Study, we find that a county’s higher Catholic population share leads to more frequent underage drunkenness even after controlling for a wide range of individual and county-level variables. Contrary to other studies’ findings discovered at individual level, a greater population share of conservative Protestants is also linked with higher level of underage drunkenness. This study highlights the importance of viewing religious influence on health behaviors as a contextual, cultural force.     

Increasing Job Performance and Decreasing Salesperson Propensity to Leave: An Examination of an Asian Sales Force

Given the rapid expansion of the geographic territory that today’s firms compete in, firms without a strong understanding of the markets/countries where they conduct business will experience higher levels of employee turnover and lower levels of employee performance. When high levels of employee turnover and low levels of employee performance exist, firm profitability will be reduced and the potential for failure within the given markets will increase. Considering the level of firm interest in conducting business in Asian markets, we examine methods to reduce employee propensity to leave and increase job performance using a sample of 213 Korean salespeople. Results from the study indicate that (1) only organizational commitment was found to directly increase performance and decrease propensity to leave, (2) perceived organizational support was found to increase performance, and (3) emotional exhaustion was found to directly increase employee propensity to leave. Given the findings of this study, firms are provided with insights into managing turnover and increasing performance, which can aid firms in being potentially more successful within the Asian marketplace.     

网络游戏定制、角色依恋和忠诚度的关系研究

网络游戏具有巨大的经济前景和良好的发展态势,国内外很多企业都投入大量资金来开发网络游戏。面对激烈的市场竞争,如何吸引和留住游戏玩家,提高他们的忠诚度,是网络游戏开发商所面临的一个重要问题。本文采用问卷调查法,考察了网络游戏中的定制、角色依恋对网络游戏忠诚度的影响。结果表明：（1）网络游戏定制、角色依恋和忠诚度两两之间呈显著正相关。（2）网络游戏定制对网络游戏忠诚度没有直接影响,而是通过角色依恋的完全中介作用对网络游戏忠诚度产生影响。     

Starting to Solve the Method Puzzle in Salesperson Self-Report Evaluations

The performance effect is used to explain the significant differences between salespersons’ self-evaluation and supervisors’ ratings of job performance. It is shown that bottom performers overestimate, whereas top salespeople underestimate their performance. Also, results indicate that bottom performers are significantly more inaccurate than top salespeople in their job performance estimation. Finally, results indicate that the relationship between inaccuracy of self-evaluation and job performance is curvilinear. Managerial implications are provided as well as directions for future research and limitations.