Abstract

Marketing is the science of influencing customer behavior. In other words, the aim of almost all attempts and programs in marketing is to change the attitude, motivation, knowledge, style and behavior of the customer and prospective buyers. On the other hand, in an eagles eye view, the marketing activities not only affect the consumers but also have an indirect impact and side effects on other parties and influence wide spread changes in human societies. In this research, the researchers have tapped a sample the population of Tehran using washing machines through random sampling procedure, in which 436: individuals purchasing and using washing machines of 6 brand including LG, KENWOOD, SAMSUNG, BOTSCH, AZMAYESH& ABSAL were studies. The instrument was research develop questionnaire through which the idea of customer were obtained. Based on the hypotheses raised, the findings showed that there was a positive significant relationship between the variables of interactive appropriacy of the seller and their dutifulness with customer satisfaction as well as customer loyalty to the brand also; intrinsic dealer quality and extrinsic dealer quality has a positive effect on loyalty to the brand. It might be concluded that the findings support more attention from the side of the employer in employing the staff attentive to certain issues in facing customers. In other training aspects of the staff regarding how to attend to the customers need, the local setting, timing and a couple of other issues.

Keywords:

Brand loyalty, extrinsic dealer quality, interaction competence, intrinsic dealer quality, salesperson task competence, salesperson,

References

Competing interests

The authors have no competing interests.

Open Access Policy

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Copyright

The authors have no competing interests.