Building Customer Trust and Loyalty: Does Salesperson Empathy Matter?

2016. Marketing Challenges in a Turbulent Business Environment: Proceedings of the 2014 Academy of Marketing Science (AMS) World Marketing Congress. 611-612

Fernando Jaramillo, Leslier Valenzuela

Abstract:

Customer orientation is the central element of market orientation and a precursor of organizational success and performance. This manuscript demonstrates that salesperson’s empathy increases the positive impact of customer orientation on customer satisfaction and trust. The manuscript also shows that supplier customer orientation is a key factor in developing a relationship of quality with customers and a critical antecedent of customer loyalty. A conceptual model is tested using survey responses from 300 customers from two Chilean banks.

Palabras claves: Advertising Psychology, Business Ethics, Consumer Behavior, Customer Relationship Management, Empathy, Market Psychology, Customer-Employee Interaction Dynamics in Service Environments

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