Customers not influence the long-term relationship with the

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