The impact salesperson and dealer on brand loyalty

Abstract

Marketing is the science of influencing customer behavior. In other words, the aim of almost all attemptsand programs in marketing is to change the attitude, motivation, knowledge, style and behavior of the customer andprospective buyers. On the other hand, in an eagles eye view, the marketing activities not only affect the consumersbut also have an indirect impact and side effects on other parties and influence wide spread changes in humansocieties. In this research, the researchers have tapped a sample the population of Tehran using washing machinesthrough random sampling procedure, in which 436: individuals purchasing and using washing machines of 6 brandincluding LG, KENWOOD, SAMSUNG, BOTSCH, AZMAYESH& ABSAL were studies. The instrument wasresearch develop questionnaire through which the idea of customer were obtained. Based on the hypotheses raised,the findings showed that there was a positive significant relationship between the variables of interactiveappropriacy of the seller and their dutifulness with customer satisfaction as well as customer loyalty to the brandalso; intrinsic dealer quality and extrinsic dealer quality has a positive effect on loyalty to the brand. It might beconcluded that the findings support more attention from the side of the employer in employing the staff attentive tocertain issues in facing customers. In other training aspects of the staff regarding how to attend to the customersneed, the local setting, timing and a couple of other issues. © Maxwell Scientific Organization, 2013.