De invloed van een klantgerichte en verkoopgerichte strategie op klantentrouw. Een studie in de retail sector vanuit klantperspectief.

摘要

The primary purpose of this study is to determine what the influence is of a Customer Orientation and Sales Orientation (SOCO) strategy on customer loyalty. In different studies, a positive relationship has been found between Customer Orientation and aspects such as customer satisfaction. Sales Orientation results are less clear because the seller's individual performance appears to be at the expense of customer relationship and customer loyalty over the longer term. There are also studies showing that there are still many uncertainties about the relationship between SOCO and the performance of sales staff. Therefore, in this study, the impact of both perspectives on customer loyalty has been investigated, were customer loyalty depend on the relationship quality consisting of commitment, trust, satisfaction and service quality.To investigate this question, a literature study and a survey were used as research methods. The purpose of the literature study is to explore the problem statement and to make the right statements about the relationships between the variables relationship quality, sales strategies and customer loyalty. The data has been collected by a survey within the retail sector, because the cooperation between customer and supplier is crucial for the success of both companies. In order to clarify this research, it has been chosen to conduct this research in the supermarket industry, where a customer has a choice of multiple suppliers to cooperate. The customer population in this research consists employees of various full-service supermarkets in the Netherlands who directly communicate and negotiate with suppliers. The results of this research show a positive relationship between a Customer Orientation strategy and customer loyalty. However, the Sales Orientation strategy has a negative impact on customer loyalty. The Sales Orientation strategy leads to a decrease of loyalty. It turns out that in practice, not only the Customer Orientation strategy increase customer loyalty, it is also important to pay attention to other elements that are importance to the customer. The variables satisfaction, commitment, trust, and indirect service quality also make a positive contribution to strengthening customer loyalty. Looking at the overall outcome of the variables, the variable 'commitment' has the highest positive impact on loyalty.Based on the results of this research, it is recommended to suppliers to choose the Customer Orientation approach, cause it leads to an increase in loyalty. However, there are still many outstanding questions about this scientific issue. In addition to the aforementioned explanatory variables, there is also moderating or mediating variables that affects the perception, but is not measured. The mediating and moderating variables should be investigated. In addition, even more independent variables can affect the formation of customer loyalty, such as price and brand perception. The influence of these variables should be further explored to supplement the scientific knowledge in the field.