Customers come to buy benefits they expecttheir products to not only satisfy their current needs but also expect it to befulfilling and satisfy their long-term requirements. Sales persons should keepin mind this long-term objective of the customers. Most importantly, short terminfluence by the sales person should not influence the long-term relationshipwith the customers. Sales person who consider this long-term aspect into theirselling process are the ones who bear the fruit in the long run and are moresuccessful as they gain the most important aspect customer relationship that istheir trust. Progressively, long-term, viable economical benefits depend on thecompany’s capability to maintain, endure, and cultivate its loyal customer base(Anderson, Fornell, & Maz- vancheryl, 2004; Gruca & Rego, 2005; Rego etal.
, 2009; Van Doorn et al., 2010).Customer loyalty has become an integral partof any industry. It is necessary to understand that customer loyalty alsodepends on the customer engagement as well.
If customers are highly engaged with the business, customer value will begenerated (Ramaswamy, 2009).With focused attention towards customer engagementcompanies can create loyal base of customers (Brodie et al., 2013). Customerrelationships became one of the main issues in marketing, with several authorsemphasizing its importance in business. Customer engagement (CE) refers to abroader “transcending” relational perspective (Vargo, 2009) and is described asa significant tool for building and improving relationships with customers,namely service relationships (Brodie,Hollebeek, Juric, & Ilic, 2013).
Brownet al. (2002) intellectualize customer orientation of salesperson as containingof gathering customer needs, and delight in selling. However, the recognizedand extensively accepted conceptualization of salesperson’s customerorientation in the personal selling literature is that of Saxe and Weitz’s(1982), according to them adoption of marketing theories by salesperson intrying to help the customer take his purchase judgement and which will satisfythe customer requirements is the customer orientation of salesperson. In this paper,authors aim to examine the role of customer engagement in customer loyalty forretail service brands.
It further explores the role of Customer Orientation ofSalesperson as mediating variable between Customer engagement dimensions, andcustomer loyalty.