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Maketing Business Research

In: Other Topics

Submitted By malika1261992
Words 4086
Pages 17
Business Research Proposal

1. Introduction This research proposal will evaluate the impacts of the salesperson listening and empathy skills on the relationship of the customers with the employees. Companies love long-­‐term relationships because they translate into returning and repeat customers. Research has shown that it is generally more profitable to service a return customer than to attract and serve a new one (Aggarwal et al, 2005). Furthermore, the effective management of employee-­‐ customer relationships has been linked to strategic marketing advantage (Turnbull and Wilson, 1989) and long-­‐term profitability (Reicheld, 1994). The employee-­‐customer relationships are equally valued by customers (Berry and Parasurman, 1991) and motivate them to make purchases. Because of the importance of the customer-­‐employee relationships it is important to examine the factors that influence the perceived quality of this relationship. This relationship quality has a direct affect on the customer’s satisfaction and commitment (Mummalaneni and Wilson, 1991). It has also been shown that the maintenance of these…...

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