Impact of Trade Marketing Activities and Salesmen Behavior on Customer Satisfaction: The Mediating Role of Supply Uncertainty and Product Contamination

By Bin Dost, Muhammad Khyzer; Rehman, Abdual et al. | The Journal of Humanities and Social Sciences, January 1, 2017 | Go to article overview

Impact of Trade Marketing Activities and Salesmen Behavior on Customer Satisfaction: The Mediating Role of Supply Uncertainty and Product Contamination


Bin Dost, Muhammad Khyzer, Rehman, Abdual, ul Zia, Najam, The Journal of Humanities and Social Sciences


Introduction

In today's challenging environment, companies are totally based on customer retention because customers are the key factors of companies' success that is why customer satisfaction is playing an important role to sustain competitive advantage in the market (Youngran et al., 2017). It is extremely critical and vital that organizations have the capacity to hold a devoted base of customers. Organizations perform different activities to satisfy its customers. All the trade marketing activities including POS promotions, sales promotions and category display are the budding segments where the companies are investing now days (Lee et al., 2015). Few organizations are encountering rising level of retail customer dismay (Hwang & Thomadsen, 2015). Exploration proposes that customer dissatisfaction is still the real reason of association customers' change to different organizations (Manrai and Manrai, 2007).

The objective of this study is to examine the mediating role of supply uncertainty and product contamination effecting relationship of trade marketing activities and salesman behavior on customer satisfaction through the lens of market orientation theory. The current study looks for exactly based upon hypothetical and useful bits of knowledge into the contact connecting trade marketing activities and salesman behavior for customer satisfaction. This is proposed that the in-store activities and ethical behavior of front line salesman can ensure to achieve the desired level of customer satisfaction. According to Community Dairy Development Program by Tetra Pak, Pakistan is the fourth biggest milk maker in the world with a yearly production of more than 33 billion liters of milk. There are more than 56 million cows and buffaloes and 10 million smallholder cultivating families supplying more than 60 million consumers (Mumtaz, 2011). Although Pakistani producers have tough competition with producers from all around the world, the dairy segment confronts various issues. Manufacturers of milk products are facing challenges in meeting customer satisfaction. The quality of fresh milk supply to consumers has become doubtful. Due to quality and supply uncertainty, the dairy industry of Pakistan is trending towards packed milk supply rather than open raw milk. Product placement on shelves of different outlet channels is the major confront which are facing by companies. Organizations need to control over supply uncertainty and product contamination and counter these market challenges by offering best marketing activities with the supporting role of expert and ethical salesmen.

Rationale of the Study

Customer satisfaction has been considered the heart of victory in today's highly competitive world of organizations. It has a major contribution in sustainable profit growth of any organization. Customer satisfaction has become the top key performance indicator for evaluating performance of the organizations. It is the key to stay alive in competition (Saha et al., 2015). The marketing activities which are performed inside the stores involved shelf display, sales promotions and point of sales material. These all are trade marketing activities which are performed to satisfy and attract the customers. Point of sales promotion is an important trade marketing tool which has a direct impact on purchasing behavior of consumers (Jones and Smith, 2011). Customer satisfaction is an important key performance indicator in tetra pack milk industry of Pakistan. Many researchers found the effects of trade marketing activities and sales man behavior on customer satisfaction. But this area of study is still under research with mediating role of supply uncertainty and product contamination specifically in dairy industry of Pakistan.

Research Objectives

* To recognize the role of trade marketing activities and salesman behaviors in satisfying customers of dairy industry.

* To know the effect of supply uncertainty and product contamination on customer satisfaction. …

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