Author(s): Chun-Chang Lee, Zheng Yu, Hung-Chung Chang, Wen-Chih Yeh
This study integrated personal characteristics and relationship selling behavior to explore their effects on relationship quality, sales effectiveness, and customer loyalty. The study used structural equation modeling (SEM) to perform parameter estimation. There were 293 valid samples, for a valid return rate of 88.7%. According to the research results, relationship selling behavior significantly and positively influences personal loyalty, company loyalty, and sales effectiveness through relationship quality. As to personal characteristics, characteristic similarity has a significant and positive effect on physical attractiveness, and physical attractiveness has a significant and positive effect on service domain expertise. Characteristic similarity also has a significant and positive effect on sales effectiveness, while service domain expertise has a significant and positive effect on personal loyalty and company loyalty, as well as sales effectiveness, through relationship quality. As for loyalty, personal loyalty has a significant and positive effect on company loyalty