Impact of Salespeople's Entrepreneurial Behavior toward Customer Satisfaction, Trust, Commitment, and Loyalty

DOI

10.2991/aprish-18.2019.28How to use a DOI?

Keywords

entrepreneurial behaviors, customer satisfaction, trust, commitment, loyalty

Abstract

The past 10 years has witnessed a dramatic shift in customer's orientation from goods-dominant to service-dominant logic (Vargo, Merz, He, & Vargo, 2014). Salespeople not only sell a product or service, but also focus on helping customers to make the right decision to buy a satisfactory product or service (Singh & Koshy, 2012). Salespeople's entrepreneurial behavior, such as innovativeness, pro-activeness, and risk taking (Amyx, Bhuian, & Shows, 2016), helps a company to increase sales and foster customer relationships. The present study aims to examine the impact of salespeople's entrepreneurial behavior on customer satisfaction, trust, commitment, and loyalty. This impact in the context of banking industry is examined using structural equation model. The study results found that salespeople's entrepreneurial behavior affected customer satisfaction, trust, commitment, and loyalty.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - RA. Putri Tri Widyaningrum
AU  - Rizal Edy Halim
PY  - 2019/10
DA  - 2019/10
TI  - Impact of Salespeople's Entrepreneurial Behavior toward Customer Satisfaction, Trust, Commitment, and Loyalty
BT  - Proceedings of the 3rd Asia-Pacific Research in Social Sciences and Humanities Universitas Indonesia Conference (APRISH 2018)
PB  - Atlantis Press
SP  - 226
EP  - 231
SN  - 2352-5398
UR  - https://doi.org/10.2991/aprish-18.2019.28
DO  - 10.2991/aprish-18.2019.28
ID  - Widyaningrum2019/10
ER  -