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Customer Satisfaction And Trust - Are They Related With Buying Frequency And The Length Of The Relation?

Author

Listed:
  • Claudia Stoian (Bobalca)

    (Alexandru Ioan Cuza University of Iasi, Faculty of Economics and Business Administration)

  • Magdalena Danilet

    (satisfaction, trust in salesperson, brand trust, buying frequency)

Abstract

The purpose of this research is to investigate the connection between the buying behavior and the level of customer trust and general satisfaction. The buying behavior was measured by two variables: the length of the relation between the customer and the company and the buying frequency. In order to measure trust, we explored two dimensions of this construct: trust in the salesperson and trust in the company brand. Research objectives: (1) To identify the connection between the length of the customer - company relation and clients’ general satisfaction; (2) To identify the connection between the length of the customer - company relation and trust; (3) To identify the connection between buying frequency and clients’ general satisfaction; (4) To identify the connection between buying frequency and trust. We conducted a quantitative survey on a sample of 807 young buyers of cosmetic products. The respondents were only female students, 19-25 years who brought cosmetic products from direct selling companies. We created two groups of buyers, using as a variable the length of the relation between the clients and the company: first group includes the clients who buy from the company from less than 2 years; the second group includes the clients who buy from the company from more than 2 years. We also created two groups of buyers, using as a variable the frequency of buying cosmetic products from direct selling companies: first group is represented by the clients buy from the company every month or once every 2 months; the second group is represented by the clients buy from the company once every 3 months or less. The questionnaire was build based on a previous exploratory research. The results of the present study indicated that the clients who buy from the company from less than 2 years are more satisfied of the company and have more trust in the brand than the old clients.

Suggested Citation

  • Claudia Stoian (Bobalca) & Magdalena Danilet, 2017. "Customer Satisfaction And Trust - Are They Related With Buying Frequency And The Length Of The Relation?," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 853-860, July.
    • Handle: RePEc:ora:journl:v:1:y:2017:i:1:p:853-860
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    References listed on IDEAS

    as
    1. Schurr, Paul H & Ozanne, Julie L, 1985. "Influence on Exchange Processes: Buyers' Preconceptions of a Seller's Trustworthiness and Bargaining Toughness," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(4), pages 939-953, March.
    2. Keeling, Kathleen & McGoldrick, Peter & Beatty, Susan, 2010. "Avatars as salespeople: Communication style, trust, and intentions," Journal of Business Research, Elsevier, vol. 63(8), pages 793-800, August.
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    More about this item

    Keywords

    satisfaction; trust in salesperson; brand trust; buying frequency;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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