Impact of the Salespeople’s Personality Traits and Relationship-Oriented Behavior on Customer Loyalty Case Study: Life and Savings Insurance

This research intends to investigate the effects of the salespeople's characteristics and the seller-customer interaction on the quality of interactive relations and loyalty among the customers of the insurance industry.

Statistical population consisted of Karaj Branch of the Iranian Insurance Corporation custumers. Applying cluster random sampling technique, 253 questionnairs were distributed. In order to analyze the data, structural equation modeling was used.

Results of hypotheses testing show that the customer’s personality traits has positive and significant effect on the relationship between customer and seller. Communicative selling behavior and the quality of the relationship affects customer loyalty positively and significantly. Besides, the mediating role of customer relationship quality has positive and significant effect on the relation between salespeople’s personality traits and  customer loyalty.

Compared to other relevant studies, the present research has focused on the variables affecting relationship quality and customer loyalty at the same time. Moreover, the two variables of percieved price and customer’s willingness for relationship are emphasized as mediators in the interaction between salespeople’s personality traits and communicative selling behavior and the quality of relationship with customers, which are significant. With regards to the nature of the insurance industry services, these findings can be utilized by isurance companies.