  This study tries to examine the influence of salesperson's customer
orientation on customer loyalty. Customer orientation is the approach taken by
a salesperson to improve customer relationship and increase sales. Many
organizations prefer sales orientation as a strategic approach towards
increasing sales. Though successful in its objective, sales orientation fails
to attract repetitive purchase. It has become a necessity to train frontline
employees to better understand the customer needs, keeping in mind the firm's
ultimate objective. This study examines the improvements customer orientation
can bring to increase repurchases thus leading to customer loyalty. The
findings suggest that product assortment, long lines of customers, customers'
annual income, and the listening skills of salesperson were the significant
antecedents of customer loyalty.
