Customer Orientation and quality of customer relationships

The 2015 International Conference of Management Sciences ICoMS 2015, April 23, UMY, Indonesia | 39 Sales training followed by a salesperson can improve further understanding of the customer, which in turn can improve the performance of the sales force. Training can expand the horizons of a salesperson, can increase the intensity of the quality of the interaction. In addition, sales training can share their experiences of fellow salespeople sell. Through sales force training to understand what the customer needs, and can assess where the best customers and which customers are not good Pousa and Mathieu, 2013. It is important to identify the salesperson to get people who really have the talent and the will to carry out the task of selling. And they feel proud because it can perform tasks with good sales. Proximity to the customer to determine the success of a salesperson. Proximity can be realized in the form often congratulated on special days for customers such as birthdays. In addition, a salesperson can always learn and anticipate competitor, that always exist in the eyes of the customer. Having a sense of pride to the acquired customer satisfaction for services rendered. All this can improve the relationship between the salesperson with subcribers Guenzi et al,, 2011; Homburg et al,, 2011; Nwamaka A. Anaza, 2012.

2.6 Customer Orientation and quality of customer relationships

Customer orientation is one of the keys to the success of the sales force performance. Helping customers on the difficulties he faced, to achieve what they want is a form of attention to the customer. Moreover, the activities carried out with the help of the customers wholeheartedly, likely the consumer will feel getting attention. If the salesperson can meet the customer and can give attention to the customer, then the customer will be satisfied and the customer usually will make repeat purchases and will willingly invite friends to switch to a particular product Nwamaka A. Anaza, 2012; Pousa and Mathieu, 2013; Ramendra Singh and Das, 2013. Salespeople who have considerable experience, the success rate will be higher when compared with salespeople who had no experience at all Ramendra Singh and Das, 2013. In addition to the experience, the success of the sales force performance may also be affected length of the sales force to join the company. means that the longer a salesperson to join the company, the more knowledge about the company is known, then the salesperson can convince more customers Pousa and Mathieu, 2013. Commitment to customer orientation can give birth in the task of the sales force. A salesperson can devote all your mind and energy to commit to the job. So committed sales force, can be seen from the time spent on running the sales task. Salespeople who are already committed to his work, sometimes they forget with time. Commitment sales force can also be seen from the total involvement of the top job and very much enjoyed his job Homburg et al ,, 2011. Salespeople who has forged good relations with the company, they will not easily move to another company, because theyve been loyal to the place, where they work. Although there was a slight disappointment on the part of the company, they will keep their good relationship Hewett, 2010. On the basis of the relationship between these variables, the following hypothesis is proposed: Hypothesis 3: more increase the ability of a customer- oriented sales to the increasing quality of the sales relationship.

2.7 Learning Orientation and the quality of the sales relationship