Vol: 10, Issue: 3 2020

Page: 36-46

The Role of Sales Representatives in Enhancing Customer Loyalty

Dr. Abdulnaser Alag Hafedh

The purpose of this research is to identify the role of sales representatives in enhancing customer loyalty, as sales representatives are the interface of the organization that communicates directly with its customers, and it is possible to influence their behavior and purchasing decisions. The questionnaire was a tool for obtaining research data, and the General Company for Vegetable Oils was chosen in the field for the research, and the sample size reached (37) individuals, and the research data was entered and analyzed using the ready-made statistical program (SPSS). Sales representatives and enhancing customer loyalty, and accordingly the researcher recommended the need for the organization to choose its sales representatives with high accuracy and according to a number of criteria that are consistent with the nature of its work, as well as providing all training programs necessary to improve their skills in a manner that suits the nature of its customers.