Study on Customer Loyalty to Salesperson

摘要

There are conflicts between firm and its salespersons sometimes. Both of them usually try their best to capture loyal customer separately. This paper introduces what is customer loyalty to salesperson, analyzes the firm's outcomes (performance and risk) and its influential factors of customer loyalty to salesperson, and then proposes some suggestions and tactics including cultivating salesperson loyalty to firm, strengthening communications with customer and reducing the customer's reliance on special salesperson, which can weaken the potential risk of customer loyalty to salesperson.