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Impact of Salesman Behavior on Customer Satisfaction : Anemprical Study of

Dairy Retail Handlers

Article  in  Kuwait Chapter of Arabian Journal of Business and Management Review · April 2016
DOI: 10.12816/0019409

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Kuwait Chapter of Arabian Journal of Business and Management Review
Vol. 5, No.8, April 2016

IMPACT OF SALESMAN BEHAVIOR ON CUSTOMER SATISFACTION: AN

EMPRICAL STUDY OF DAIRY RETAIL HANDLERS

1.
Najam ul Zia
2.
Muhammad Wasim Akram
(Corresponding author) mr.wasim08@hot.mail.com
1,2
Superior University Lahore, Pakistan

Abstract
With the monetary heightening of a nation and healthy life trends, the role of dairy product
manufacturing companies is too vital in this development. In a hyper-focused market of Pakistan
organization involved in dairy business is confronted with difficulties of holding the current and
attracting the new customers. The purpose of the research is to take the opinions of distinctive people
groups in Lahore city of Pakistan trade about salesman behavior for retail outlets. A sample of 500
retailers of the Lahore city is selected on convenience basis. To accomplish the fundamental objective of
the research, the researcher of the paper created survey intended for dairy handler retailers. After a long
analysis we have found that four variables assuming critical part in order to make satisfied customer. In
this manner, customer satisfaction is the key for dairy companies to stay alive in competition. The
purpose of this study is to explain the relationship of salesman behavior with the customer satisfaction in
packed milk industry of Pakistan.
Key words: Salesman Behavior, Customer Satisfaction
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. It is extremely critical and vital that
organizations have the capacity to hold a devoted base of customers. Organizations perform different
activities in order to satisfy its customers. 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).
In order to get a good market and profit position, organizations formulate strategies for increasing
customer satisfaction level (Mistry and Snehalkumar, 2013). One of the goes up against the
organizations and private organizations confront however is to gauge buyers' satisfaction in a steady
manner, to altogether anticipate customers' buy expectations and business acknowledgment of the items
(Luan and Sudhir, 2010). Despite all management efforts, the behavior of front line salesman also has
important role in satisfying customers.
Ethical behavior of salesman is also very important in creating customer satisfaction because salesmen
are presenting their organization image in their behavior and interactions with customers. According to
Laith et al., (2012) salesman ethical behavior has a significant impact on customer relationship and
commitment. When the salesman shows high ethical behavior, it means that customers will have a more
trust on the organization. So the honest actions of the sales persons can increase the customer trust on
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Kuwait Chapter of Arabian Journal of Business and Management Review
Vol. 5, No.8, April 2016

salesman as well as on organization. This study is made on services industry (banking), which can be
generalized in salesman behavior for dairy products. Because in dairy products there are possible
chances of quality complaints which need to be tackled by salesman through their behavior. Lin (2012)
also studied on ethical behavior of salesman and its impact on customer satisfaction. It shows a strong
relationship between ethical sales behavior, confidence benefits, customer loyalty and customer
satisfaction. It also revealed that ethical behavior of the salesperson has a noteworthy effect on satisfying
customers and customer pleasure has a directly effect on loyalty to the sales person. It also indicates that
sales person plays an important role in retaining customer loyalty. This study was conducted in services
industry (Insurance) which can be generalized to other industries with different demographics of the
respondents. An alike learning was researched by Pezhman et al., (2013) on insurance sector of Iran
where they revealed that salesman ethical behavior has an important influence on satisfaction of
customers. Keeping the findings of this study, another study on different industry and on different
demographic profiles can be suggested for future researchers.
The objective of this study is to explore the relationship of salesman behavior with customer satisfaction
through the lens of market orientation theory. Given study looks for exactly based upon hypothetical and
useful bits of knowledge into the contact connecting salesman behavior for customer satisfaction. This is
proposed that ethical behavior of front line salesman can ensure to achieve the desired level of customer
satisfaction. According to Community Dairy Development Program (CDDP, 2011) 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. In spite of the fact that 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. Organizations
need to control over supply uncertainty and counter the market challenges by offering best marketing
activities with the supporting role of expert and ethical salesmen.
Literature Review
Customer satisfaction
Customer satisfaction expects a principal part in achievement of every business association whether it is
recommended for any product or an organization. Every business needs to hold its present clients and in
like manner to expand client's base basically and it is possible correctly when target client is completely
satisfied from relationship on a couple of parameters (Sabir et al., 2014). Fulfillment can be seen as a
clearing standard kept up by quality (Zeithaml and Bitner, 2003). Consumer loyalty is generally
delineated through Oliver's (1997) conditions: that it is the present purchaser's fulfillment result.
Fulfillment is a mentality like create when there is no unequivocal reference to longings or benchmarks
of endlessness (Oliver, 2010). The clients in a general sense watch the new thing's execution and study it
on absolutely down to earth estimations (Oliver, 2010). A late investigation of creating
(Chandrashekaran et al., 2007) reveals that fulfillment centers correspondence may be elucidated by the
quality or deficiency with which individuals hold their fulfillment or disappointment. This methodology
expands on the demeanor quality standard created in mind science composing (Krosnick et al., 1993).
The piece of satisfaction is fascinating in association with satisfaction as a dynamic condition of all
conceivable post buy reactions that consolidate disconfirmation frameworks, regret, attribution, or
notwithstanding feeling states, for instance, elation. We suggest satisfaction as thing execution handling,
which is an evident comparative standard, a significant part of the time insinuated as a mentality (Oliver,
2010). Customer satisfaction prompts customer devotion. Concerning commitment, Davis and Mentzer
(2006) have communicated that customer devotion relies on upon logistic administration quality,
reliability, correspondence, comfort and responsiveness. In this sense, logistics may constitute a

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Kuwait Chapter of Arabian Journal of Business and Management Review
Vol. 5, No.8, April 2016

wellspring of solid associations in marketing channels (Ryssel et al., 2004). For any situation, in order to
keep up a plan of reliable customers includes expanding connection with the assistance of telephone or
online customer administrations (Lewis and Soureli, 2006). In this sense, there is verification that
customer satisfaction depends on customer impression of the asset used for administration conveyance
(Moutinho and Smith, 2000).
Ethical behavior of salesman is also very important in creating customer satisfaction because salesmen
are presenting their organization image in their behavior and interactions with customers. According to
Laith et al., (2012) salesman ethical behavior has a significant impact on customer relationship and
commitment. When the salesman shows high ethical behavior, it means that customers will have a more
trust on the organization. So the honest actions of the sales persons can increase the customer trust on
salesman as well as on organization. This study is made on services industry (banking), which can be
generalized in salesman behavior for dairy products. Because in dairy products there are possible
chances of quality complaints which need to be tackled by salesman through their behavior. Lin (2012)
also studied on ethical behavior of salesman and its impact on customer satisfaction. It shows a strong
relationship between ethical sales behavior, confidence benefits, customer loyalty and customer
satisfaction. It also revealed that ethical behavior of the salesperson has a noteworthy effect on satisfying
customers and customer pleasure has a directly effect on loyalty to the sales person. It also indicates that
sales person plays an important role in retaining customer loyalty. This study was conducted in services
industry (Insurance) which can be generalized to other industries with different demographics of the
respondents. An alike learning was researched by Pezhman et al., (2013) on insurance sector of Iran
where they revealed that salesman ethical behavior has an important influence on satisfaction of
customers. Keeping the findings of this study, another study on different industry and on different
demographic profiles can be suggested for future researchers. Hazrati et al., (2012) studied on Panasonic
and Sony electronics products in Iran where it was concluded that salesman ethical behavior has a
significant relationship with customer satisfaction. During the survey of this research, a non cooperation
and carelessness was observed from respondents and salespersons respectively. Therefore for future
researchers a strong survey infrastructure should be used where non cooperation and carelessness among
respondents and salespersons must be eliminated. So for future researchers, a different industry with
different demographic profile customers is suggested. The study about effects of salesman behavior on
customer satisfaction with mediating of product contamination and supply uncertainty is still under
research in packed milk segment of Pakistan. This segment of study will help all the tetra pack
companies in availability of quality products with the help of ethical behavior of salesman resulting in
customer satisfaction and loyalty.
Salesperson Behavior:
Ethical & Listening Behavior:
Evans et al., (2012) described that ethics is connected with sales execution in light of its part in growing
commonly advantageous organizations with two basic partners, customers and salespeople, and they
urge specialists to direct experimental studies investigating the connections between ethics related
variables and sales execution measurements. Multilevel reliability examination has demonstrated that a
customer’s connection to the salesperson brings general faithfulness for the firm (Sun & Lin, 2012).
Researchers analyzed the impact of forefront service workers disposition and practices (e.g. worker
compassion, engagement, esteem conveyance rehearses, and able to use both hands conduct) on
customer social results in a dyadic manner. Moral sales promotion for customers assumes a huge part in
business (Yusuf, 2010). At the point when a salesperson's conduct is seen as moral, the organization is
additionally seen as moral (Lin 2012) and a salesperson with great ethics could set up a good
organization with the customer, consequently getting the consumer loyalty and trust ( Hazrati 2012).If

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the salesperson gives right data, then the customer will feel more fulfilled by the service and the trust
and fulfillment will be trailed by listening in on others' conversations suggestions. In this manner, it is
clear that the positive moral sales conduct will diminish the exchange costs that outcome from false data
and accordingly have a constructive outcome on consumer loyalty (Lin 2012). Researches show that
effective relationship promoting endeavors enhance customer steadfastness and firm execution through
more grounded social bonds (Alrubaiee and Alnazer 2010; Alrubaiee 2012).
Customer Orientation:
In today's focused offering environment, organizations are deliberately activating to set up manageable
points of interest in the commercial center through viable relationship advertising and customer
orientation techniques (Deshpande et al., 1993; Morgan and Hunt 1994; Ramani and Kumar 2008). It is
all around bolstered that customer arranged practices assume a basic part in affecting purchaser view of
trust in B2B sales cooperation (Newell et al., 2011). Customer orientation is a bunch of benefits in sales
which points on customer needs and fulfillment considering these as the need of a salesperson (Drucker,
1994). Homberg et al., (2011) define useful customer orientation as an arrangement of errand related
practices went for helping customers settle on agreeable purchase choices. A salesperson's customer
orientation concentrates on customer needs, the thought of customer hobbies by giving helpful customer
arrangements, and the conclusion of sales through a communitarian treatment of any protests that may
be put by a customer (Homburg et al., 2011). Additionally, in a versatile offering setting, which is a
customer driven sales conduct, the characteristic inspiration of a salesperson assumes an imperative part
and is absolutely connected with customer orientation (Roman and Iacobucci, 2010). Furthermore,
normal prize systems have a constructive impact on effort and attention, and are in this way of
compelling significance for consistent customer orientation in salespeople (Lee and Turban, 2010).
However, to a salesperson, customer orientation is a vital occupation asset that upgrades his/her
engagement with the employment (Zablah et al., 2012). In a sales connection, customer orientation in
salespeople will lead them to recognize the customer’s requirements, present answers for the customer,
participate in shared treatment of any protests raised by the customer, and close sales by both utilizing
educational shutting procedures and considering the customer’s advantage (Homburg et al., 2011).
Customer orientation in salespeople additionally goes about as a natural help on the grounds that it
empowers them to serve their customers and satisfy their needs too (Zablah et al., 2012). Consequently,
customer orientation in salespersons prompts customer situated sales experiences that are pointed
towards accomplishing a concurrence with customers. In such sales experiences, a customer arranged
salesperson connects with customer to comprehend complaints and arrange those protests through
information closing (Homburg et al., 2011). Among a few different points of view on customer
orientation, specialists have considered salespersons' customer orientation as a passionate venture that
propels salesperson to convey more elevated amount of execution (Singh and Koshy, 2012). Salespeople
with more noteworthy levels of customer orientation have long haul center, larger amounts of sympathy
and the capacity to control/manage feelings of both self and customers (Pettijohn et al., 2010).Singh and
Koshy (2011) found that a customer oriented salesperson is more prone to make esteem for the modern
purchaser, and late discoveries from Homburg et al., (2011) uncovered that customer orientation builds
customer devotion to the firm.
A salesperson's customer orientation and the relationship in the middle of that and their execution have
been examined by a few scientists, and the discoveries range from the relationship being
straightforwardly straight (Boles et al., 2001) to, all the more recently, being curvilinear (Homburg et
al., 2011). On the other hand, there exists an absence of clarity in the matter of the relationship between
a salesperson's particular practices and the aptitudes they have (which, thusly, impact the adequacy of
his/her customer orientation) in clarifying fluctuation in his/her sales execution (Wachner et al., 2008).

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Generally speaking, this includes further exact confirmation with respect to the key part of the customer
orientation of bleeding edge service representatives in the service firms' prosperity (Coelho et al., 2010;
Subramony & Holtom, 2012).

Theoretical Framework:

Ethical
Behavior

Salesman Customer
Listening Satisfaction
Behavior Behavior

Customer
Orientation

Methodology
The rationale behind this research to conduct in quantitative measure is that researcher is trying to
confirm the viability of salesman behavior on customer satisfaction in dairy sector retail. In this way, for
this specific reason, creator needs to apply factual strategies or to utilize quantitative methods so we
have quantitative figures as proof. The effect trade examining so as to mark tools and salesman behavior
is recognized them through mixture of angles and is advised accordingly in this research. The elements
affect the customer satisfaction which is checked with the assistance of broad literature in past part.
With the intention that these tools will affect the customer satisfaction at dairy sector this study is
aiming to involve the level of effect and nature of effect of these tools on customer satisfaction. Things
being what they are, here a critical question emerges that whether the customers are fulfilled by
salesman behavior or not? In this study different variables that go under the classification of customer
satisfaction are talked about and with the assistance of literature their viability is concentrated on to
bolster the concept of this study. This study is especially conducted on retailers of dairy industry of
Lahore, Pakistan, that whether the retailers of this city are fulfilled by salesman behavior.
Consequently 500 people were come to (that were retailers of dairy handlers and were requested to fill
the reviews) out of which 391 respondents have completed their surveys and returned back to the
producer. For this study, respondents were picked by applying a testing method which is known as
'convenience examining'. Surveys were hand passed on to those respondents and were assembled after
the productive satisfaction by the respondents.
With the completed goal of data examination, a help was taken from the product which is AMOS
(Examination of Moment Structures). Data was entered in this product and diverse tests were joined
with check the validity and relentless nature of the instrument in like manner with the help of responses
got in sort of this audit. Relationship between the dependent and independent variables was in like way

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checked and some other quantifiable tests were additionally associated with fortify the study, which
were further brought into the data examination territory

Hypotheses
H1: There is a relationship between salesman behavior and customer satisfaction.

Data Analysis
Table 1 Demographic profile of respondents
Respondent Demographics Frequency %
Age (N = 391)
25-30 27 7
31-35 42 11
36-40 38 10
41-45 60 15
46-50 75 19
51 years and above 149 38
Gender (N = 391)
Male 391 100
Female 0 0
Income(N=391)
PKR. 30,000 – PKR. 50,000 123 31
PKR. 51,000 – PKR. 70,000 220 56
PKR. 71,000 – PKR. 100,000 15 4
PKR. 101,000 and Above 33 9
Qualification (N = 391)
Under Graduation 292 75
Graduation 84 23
Masters 05 2
Mphil 0 0
PHD 0 0
Shop Classification(N=391)
Departmental Store 124 32
General Store 236 60
Bakery 14 4
Pan shop 9 2
Patro Marts 8 2

Table 1 shows that out of 391 respondents, the age of 27(7%) respondents are between 25-30, 42(11%)
within 31-35, 38(10%) within 36-40, 60(15%) within 41-45, 75(19%) within 46-50 and 149(38%) are
above than 51 years age. All respondents are males. The income of 123(31%) respondents falls between
30,000 to 50,000, 220(56%) respondents from 51,000 to 70,000, 15(4%) from 71,000 to 100,000 and
33(9%) respondents earn 101,000 and above income. The above table shows that 292(75%) respondents
are undergraduate, 84(23%) graduate and only 5(2%) respondents hold masters degree. 124(32%)

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respondents are from departmental store, 236(60%) general store, 14(4%) bakery, 9(2%) pan shop and
8(2%) from petro marts.
Descriptive Summary
Table 2 Descriptive Statistics of Questioner Items
Items N Minimum Maximum Mean Std. Deviation
Salesperson asks probing questions 391 1 5 4.45 .737
Salesperson asks continuing 391
1 5 4.53 .709
questions
Salesperson asks clarifying questions 391 1 5 4.43 .748
Salesperson restates 391 1 5 4.27 .841
Salesperson summarizes 391 1 5 4.16 .897
Salesperson helps out the 391
1 5 3.92 1.034
shopkeeper
Salesperson answers my questions 391 1 5 4.07 .967
Salesperson tries to give me an 391
1 5 3.77 .916
accurate expectation of the product
Salesperson tries to influence me 391 1 5 3.77 .987
Salesperson helps me in making a 391
1 5 3.59 1.123
better decision
This salesperson is friendly and 391
1 5 3.80 .966
approachable
This salesperson is sincere. 391 1 5 3.65 .932
This salesperson is honest 391 1 5 3.42 1.026
I feel very little risk when dealing 391 3.34 .944
1 5
with this salesperson.
I would purchase the offering of this 391 3.40 .889
1 5
salesman again
Overall I am satisfied with the 391 3.63 1.021
1 5
company.
Company staff always understands 391
1 5 4.51 .708
our needs.
It is easy to contact to the company 391
1 5 4.42 .747
representatives.
The company always putts our 391
1 5 4.26 .842
interests first.
Staff of the company has the ability 391
1 5 4.15 .896
to do the best for me.
The information in this study was gathered through examiner comprising of 4 variables i.e. listening
behavior, ethical behavior, customer orientation, and customer satisfaction. There was absolute 20 things
to gauge the reaction of respondents. Inquiries were asked on five-point Likert Scale Mean scores of
diverse things range from 3.40 to 4.51 and the estimation of standard deviations range from 0.708 to
1.034.

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Table 3 Reliability of Measurement

Constructs Valid N Number of Items Cronbach’s alpha
Listening Behavior 391 5 0.791
Ethical Behavior 391 5 0.870
Customer Orientation 391 5 0.810
Customer Satisfaction 391 5 0.777
Over all 391 20 0.821
The above table demonstrates the unwavering quality of every measure of the questionnaire. For the
given specimen Cronbach's Coefficient alpha differs from .777 to .870. listening behavior with 79%,
ethical behavior with 87%, customer orientation with 81%, and customer satisfaction with 77%. The
high Cronbach's alpha worth for every build infers that they are inside reliable. The general reliability of
questionnaire is 82.1%.
Table 4 KMO and Bartlett’s test
Constructs No of items KMO Measure Bartlett’s Test Bartlett’s Test
of Sample of Sphericity of Sphericity
adequacy Chi-Square Significance
Listening 5 .858 1384 0.000
Behavior
Ethical Behavior 5 .665 612 0.000
Customer 5 .896 4295 0.000
Orientation
Customer 5 .789 1821 0.000
Satisfaction
The estimation of KMO=0.5 is poor, KMO=0.6 is satisfactory and KMO=1 is more suitable for
component investigation. On the other hand, Hutcheson and Sofroniou (1999) further explain that
(KMO=0.5 and 0.7) considered as inadmissible and (KMO=0.7, 0.8), (KMO=0.8 and 0.9) considered as
acceptable where as quality over 0.9 is considered as outright impeccable Hinton et al., (2004). Taking
into account Hinton (2004) it is delighted from table 4 that estimation of KMO for every construct is
well above adequate level of KMO =0.858 for listening behavior, KMO =0.665 for ethical behavior,
KMO =0.896 for customer orientation, KMO =0.789 for customer satisfaction which demonstrates that
it merits conducting variable investigation for the situation of the present information.
Table 5 Eigen values and total variance explained
Constructs Components Initial Eigen values
Total % of variance Cumulative %
explained of variance
explained
Empathetic Comp 1
8.341 73.641 73.641
Listening
Ethical Comp 1
3.931 77.432 77.432
Behavior
Customer Comp 1
4.677 45.743 45.743
Orientation
Customer Comp 1
5.837 63.250 63.250
Satisfaction

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For the most part those segments of a construct thought to be the principal segments that have an
eigenvalue more noteworthy than 1 and they are utilized for further investigation. The above table
contains all Eigenvalues and additionally shows downright fluctuation explained for the constructs.
Stand out principal segment was extricated from each of the three constructs by using the PCA
extraction technique: EL (comprised of 5 things explaining 73.64% fluctuation), EB (comprised of 5
things explaining 77.43% difference), CO (comprised of 5 things explaining 45.74% difference), and CS
(comprised of 5 things explaining 63.25% fluctuation)

Structure Equition Model

Computation of degrees of freedom (Default model)
Number of distinct sample moments: 455
Number of distinct parameters to be estimated: 61
Degrees of freedom (455 - 61): 334

Path Diagram

.59

E11
E7
.45
Ethical E8
1
1
Behavior 1

.98

.44
1.00 Salesman .73 Customer
E5 Listening
1
Behavior Satisfaction
Behavior 1.13

E6
.29
1
Customer
Orientation

Interpretation:
In the above figure 2, the regressions coefficients are shown with one headed jolts which depict the
conformity in consumer loyalty (dependent variable) in light of a unit change in independent variable
(customer satisfaction)

Table 6: Regression Weights

Estimate S.E. C.R. P
Customer’s Satisfaction Salesman Behavior .727 .074 9.805 ***
The above table demonstrates the regression values with their P-values for conceivable acknowledgment
or dismissal of Null-hypothesis. In the above table estimate value demonstrates the adjustment in
dependent variables because of unit change in independent variable while P qualities help us to accept or
reject the hypothesis.

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Table 12: (Hypothesis Results)

Hypothesis Comments
There is relationship between salesman behavior and customer P-value (***)
satisfaction. (.727) Regression Estimate
Supported with 1% level of
Sig

Discussion and Conclusion:

The main model of the study analyzed for mediation analysis by structure equation modeling (SEM)
through Amos software to test the main question of this study i.e. does the salesman behavior effect the
customer satisfaction? This study concentrates on comprehension the impact of salesman behavior on
customer adapting methods, satisfaction, and behavioral aims in the connection of dairy sales services.
Results from this study demonstrate that customer orientation prompts more grounded salesmanship
abilities in salespeople, as they have higher level of learning around customer needs. Salespeople with
more noteworthy levels of customer orientation have long haul center, more elevated amounts of
compassion and the capacity to control/direct feelings of both self and customers (Pettijohn, Rozell and
Newman, 2010). Results from this study demonstrate that customer orientation prompts more grounded
feeling regulation capacities in salespeople. Our discoveries emphatically recommend that a customer-
situated salesperson puts additional exertion in understanding and directing the customer's feelings to
impact customer inclination in a constructive manner. This makes the salesperson successful in sales
transactions and bringing deals to a close through clear customer understanding. Results from our study
propose that customer orientation works through salesmanship abilities and feeling regulation to convey
sales execution. This study propels an option point of view on customer orientation by proposing that
the relationship between a salesperson's customer orientation and customer satisfaction is best clarified
through a mediational system. Late research has additionally scrutinized the significance of customer
orientation regarding its impact on results esteemed by chiefs (e.g. Franke and Park, 2009). The finding
that salespersons' behavior improves salesmanship aptitudes and feeling regulation capacity bolsters the
thought that behavior impacts sales execution by upgrading a salesperson's fit with the requests and
estimations of a sales work (Edwards, 1996).

Limitations:
There are number of imprisonments that this study faced. As an issue of first significance, customer
satisfaction is the component where differing affiliations coordinate to satisfy their needs. This study is
simply coordinated by coming to retailers working on better places. In like manner, just tetra milk
industry bit in Lahore was revolved around that does not relate to the state of entire nation as the
topographical condition in each extent would be specific.
Another containment is that, this study just covers the relationship of milk industry particularly included
with tea whiteners however dairy region of Pakistan spreads exchange things like yogurt, milk,
margarine, thus forward also.
This examination is an explorative examination led with the perspective to study inside and out the
essential builds of salesman behavior. These proposed measurements of salesman behaviors can help to
study customer satisfaction with an alternate point of view.
1. The examination is just led on retailer's perspective. The poll can be created for direct
customers to investigate the satisfaction level of direct shoppers too.

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2. Further studies can likewise incorporate the variables like media promotion as
autonomous variable and merchant's business enthusiasm as interceding variables to definitely
perceive the customer buy expectations and satisfaction level.
3. Keeping in view the span of the populace the specimen size can be an inquiry for any
examines. The study is led in the center point of tea whitener purchaser and dairy consumption
point i.e. Lahore. While different urban communities particularly remote territories are excluded
in the exploration. Further specialists can incorporate the members of differed urban
communities to reach more precise discoveries and suggestions.
4. The study is directed in an invented set up with no impedance with the respondent with
close finished survey. Meeting routines can likewise used to further upgrade the legitimacy and
unwavering quality of the examination. The same number of shrouded estimations and remarks
can just be removed by testing into the issue through immediate and roundabout inquiries of
meetings.

Future Research Dimensions

Considering the study's suppression, number of future examination headings can likewise be drawn. As
an issue of first essentialness, an expanded study may be finished by get-together information from
retailers and direct clients. The meeting procedure can likewise be utilized as a part of request to get
precise data. . This information gathering must be done all over the Pakistan and on all urban
communities. The expansion in independent variable and mediating variable may improve the extent of
the study. The feeling of real partners, for example, managers and customers with respect to product
nature of an association would help in prepping further the estimation of salesman behavior. The
religious introduction of customers in out of home fragment and different settings is additionally an
imperative range to explore further. Future exploration ought to consolidate all the more adapting
methodologies in the structure to inspect the administration disappointment results. In this examination
we surveyed salesman behavior. Future examination ought to research the part of complaint behavior
and saw recuperation endeavors to improve the outer legitimacy of the findings.

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