AU Journal of Management: Vol. 13, No. 2 (July-December 2015)
The Impact of Individual Level Cultural Value Orientation as A Moderator of Seller Influence Tactics, Relationship Quality, and Customer Loyalty
(Assumption University, 2015)
As competitions in marketing intensify and many marketers offer products that are similar, salespersons are forced to adapt their marketing strategies to survive. Relationship marketing has become the suitable strategy that salespersons employ to cope with this situation. Nevertheless, each and every customer is unique, so a better understanding of customers at the individual level is essential. Thus, this research examined the effects of cultural value orientations of customers at the individual level on the relationship between seller infl...