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This study tries to examine the influence of salesperson's customerorientation on customer loyalty. Customer orientation is the approach taken bya salesperson to improve customer relationship and increase sales. Manyorganizations prefer sales orientation as a strategic approach towardsincreasing sales. Though successful in its objective, sales orientation failsto attract repetitive purchase. It has become a necessity to train frontlineemployees to better understand the customer needs, keeping in mind the firm'sultimate objective. This study examines the improvements customer orientationcan bring to increase repurchases thus leading to customer loyalty. Thefindings suggest that product assortment, long lines of customers, customers'annual income, and the listening skills of salesperson were the significantantecedents of customer loyalty.

Empirical study to explore the influence of salesperson's customer orientation on customer loyalty