FACTORS IN PERSONAL SELLING THAT AFFECT CUSTOMER LOYALTY IN THE B2B MARKET

Abstract

In the context of increasingly fierce competition in the market, customer
loyalty is considered as a core goal of brand building activities and also a great
competitive advantage for firms to survive and develop. Previous studies suggested
that there is a relationship between customer loyalty and personal selling. This
study aims to clarify the factors in personal selling that influence on customers
loyalty in the business - to - business (B2B) market. To test the hypothesis, this
research collected data from a survey with questionnaires using convenient
sampling method with organization customers buying checking stamp for products
and goods of VN Check. Research results showed that there are five main factors in
personal selling that affect customer loyalty in B2B marketing, namely, customer
trust, satisfaction, personal connection, customer care, salesperson expertise that
explained 64.6% of the variation in customer loyalty.