The Research On The Loyalty Of Employee Of Sales Department Based On Relationship Marketing

Since 21 st century, with the continued rapid development of the national economy, the contradiction of imbalance between supply and demand of the China’s power system has become increasingly prominent. Thus, China increased its investment in the power construction and renovation, which drove the development of corollary equipment and parts industry in the entire power system and attracted many companies involved in the industry. This has resulted in significant change of the competitive pattern in the industry, which has extended to the competition of service and relationship from the traditional products competition. In order to gain competitive advantage, companies had to build relationship marketing strategy to adapt the changes in the market. These companies relying on the relationship marketing not only need highly qualified sales staff, but also need sales force with high loyalty so as to better serve for customers to establish and maintain long-term friendly relationship with them, therefore, ensure the sales and profit increase. In the service profit chain, employee loyalty is listed as a separate ring. It shows that enhanced employee loyalty will directly push the staff to heighten the service quality to customer, which can attain more customer satisfaction and higher customer loyalty, and then increase company’s earning and profitability. Consequently, employee loyalty is crucial to company based on relationship marketing and service marketing.This paper researches issues on the loyalty of sales staff in those companies that based on the relationship marketing. It chooses DC company, a manufacturer of switching power supply for the electric power automation equipment, as a research object, and uses various specific research methods, such as the literature analysis, questionnaire survey, chart analysis and so on, to dig out the root cause of problem, such as high turnover rate, sharply felt profit and so on, in DC company is the level of loyalty of the sales staff is low, and then combined questionnaire survey and in-depth interview to make sure the key factors influencing their loyalty, thereby put forward a corresponding strategy of elevating the level of loyalty of the sales staff in DC company. Hope this can help DC company to enhance the level of loyalty of sales staff and also provide references for related companies to maintain and upgrade the loyalty of sales staff.