A Study of Customer Orientation and Customer Commitment in the Food Sector of Pakistan
This study examines the relationship of a firm’s customer orientations, salesperson customer-oriented behavior and customer intimacy with customer commitment. For the purpose of this study, the interpersonal relationship marketing model and the interpersonal attraction investment model are employed...
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| Format: | Article |
| Language: | English |
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Lahore School of Economics
2020-05-01
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| Series: | The Lahore Journal of Business |
| Subjects: | |
| Online Access: | https://journals.lahoreschool.edu.pk/LJB/LJB/article/view/87 |
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| _version_ | 1850075770952613888 |
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| author | Muhammad Ahmad Mirza Ashfaq Ahmed |
| author_facet | Muhammad Ahmad Mirza Ashfaq Ahmed |
| author_sort | Muhammad Ahmad |
| collection | DOAJ |
| description |
This study examines the relationship of a firm’s customer orientations, salesperson customer-oriented behavior and customer intimacy with customer commitment. For the purpose of this study, the interpersonal relationship marketing model and the interpersonal attraction investment model are employed to propose the conceptual model. The conceptual model suggests that (1) firm’s customer orientation positively influences the salesperson customer-oriented behavior; (2) salesperson customer-oriented behavior positively influences the customer intimacy; (3) customer-oriented behavior positively mediates between customer orientation and customer intimacy; and (4) customer intimacy acts a positive mediator between the salesperson customer-oriented behavior and customer commitment. Through the course of this study, the proposed conceptual models were tested with the data collected from the firm and customer dyads. Moreover, the data is collected from the food sector of Pakistan. Furthermore, the Smart-PLS is used to test the standardized dyadic data sets. Results have provided substantial support for the proposed conceptual model. There is strong support for the salesperson customer-oriented behavior, and customer intimacy as mediator. Additionally, the results validate the interpersonal relationship marketing model and the Rusbult investment model as well. From a managerial perspective, this study can help organizational policy makers to understand the importance of salesperson behavior, and customer emotions for a long-term relationship with the targeted customer of the specific firm.
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| format | Article |
| id | doaj-art-b1bcc17a94e242f9bcbb6cd2ef013187 |
| institution | DOAJ |
| issn | 2223-0025 2791-3139 |
| language | English |
| publishDate | 2020-05-01 |
| publisher | Lahore School of Economics |
| record_format | Article |
| series | The Lahore Journal of Business |
| spelling | doaj-art-b1bcc17a94e242f9bcbb6cd2ef0131872025-08-20T02:46:12ZengLahore School of EconomicsThe Lahore Journal of Business2223-00252791-31392020-05-0182A Study of Customer Orientation and Customer Commitment in the Food Sector of PakistanMuhammad Ahmad0Mirza Ashfaq Ahmed1* PhD Scholar, Department of Management Sciences, University of Gujrat, Gujrat, PakistanAssistant Professor, Department of Management Sciences, University of Gujrat, Pakistan This study examines the relationship of a firm’s customer orientations, salesperson customer-oriented behavior and customer intimacy with customer commitment. For the purpose of this study, the interpersonal relationship marketing model and the interpersonal attraction investment model are employed to propose the conceptual model. The conceptual model suggests that (1) firm’s customer orientation positively influences the salesperson customer-oriented behavior; (2) salesperson customer-oriented behavior positively influences the customer intimacy; (3) customer-oriented behavior positively mediates between customer orientation and customer intimacy; and (4) customer intimacy acts a positive mediator between the salesperson customer-oriented behavior and customer commitment. Through the course of this study, the proposed conceptual models were tested with the data collected from the firm and customer dyads. Moreover, the data is collected from the food sector of Pakistan. Furthermore, the Smart-PLS is used to test the standardized dyadic data sets. Results have provided substantial support for the proposed conceptual model. There is strong support for the salesperson customer-oriented behavior, and customer intimacy as mediator. Additionally, the results validate the interpersonal relationship marketing model and the Rusbult investment model as well. From a managerial perspective, this study can help organizational policy makers to understand the importance of salesperson behavior, and customer emotions for a long-term relationship with the targeted customer of the specific firm. https://journals.lahoreschool.edu.pk/LJB/LJB/article/view/87Customer orientationcustomer-oriented behaviorcustomer intimacycommitmentdyadic datainterpersonal relationship |
| spellingShingle | Muhammad Ahmad Mirza Ashfaq Ahmed A Study of Customer Orientation and Customer Commitment in the Food Sector of Pakistan The Lahore Journal of Business Customer orientation customer-oriented behavior customer intimacy commitment dyadic data interpersonal relationship |
| title | A Study of Customer Orientation and Customer Commitment in the Food Sector of Pakistan |
| title_full | A Study of Customer Orientation and Customer Commitment in the Food Sector of Pakistan |
| title_fullStr | A Study of Customer Orientation and Customer Commitment in the Food Sector of Pakistan |
| title_full_unstemmed | A Study of Customer Orientation and Customer Commitment in the Food Sector of Pakistan |
| title_short | A Study of Customer Orientation and Customer Commitment in the Food Sector of Pakistan |
| title_sort | study of customer orientation and customer commitment in the food sector of pakistan |
| topic | Customer orientation customer-oriented behavior customer intimacy commitment dyadic data interpersonal relationship |
| url | https://journals.lahoreschool.edu.pk/LJB/LJB/article/view/87 |
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