Abstract:
This research aimed to examine the impact of perceived factors of the
customer–salesman relationship on customer loyalty. This study attempted
to contribute to the knowledge of how Fast-Moving Consumer Goods
(FMCG) companies in Sri Lanka can retain their customers by making them
loyal through customer-salesman relationships. This paper examined the
relationships between a salesperson’s ethical sales behaviour, customer perceived confidence benefits, consumer satisfaction, consumer trust and
customer commitment thereby considering to which party the customer is
loyal. The sample size selected for research constitutes 384 customers as a
representative sample under random sampling, and these respondents
belong to the Nuwara Eliya district. Multiple regression and correlation
coefficient was used to examine the hypothesized relationship. According to
that, ethical sales behaviour and trust posited a negative and significant
impact on customer loyalty and satisfaction, confidence benefits and
commitment posited a positive and significant impact on customer loyalty.
The finding indicated that the salesperson plays a key role in retaining
customer loyalty to the firm. Therefore, FMCG companies in Sri Lanka should
pay more attention to customer-salesman relationships and should
encourage their salespersons for that.
