Impact of Trade Marketing Activities and Salesmen Behavior on Customer Satisfaction: The Mediating Role of Supply Uncertainty and Product Contamination

Abstract

With the monetary heightening of a nation and healthy life trends, the role of dairy product manufacturing companies is too vital in this development. In a hyper-focused market of Pakistan, organization involved in dairy business is confronted with difficulties of holding the current and attracting the new customers. The purpose of the research is to analyze the opinions of distinctive people groups in Lahore city of Pakistan about the salesman service and product quality in different segments and classifications of the outlets. A sample of 500 retailers of the Lahore city is selected on convenience basis. To accomplish the fundamental objective of the research, the researcher of the paper created survey intended for dairy handler retailers. After a long analysis we have found that four variables assuming critical part in order to make satisfied customer. In this manner, customer satisfaction is the key for dairy companies to stay alive in competition. The purpose of this study is to explain the relationship of trade marketing activities and salesmen behavior with the customer satisfaction in packed milk industry of Pakistan. This is to find out about the trade marketing activities which are more common and to explain the relationship of trade marketing and salesmen behavior on customer satisfaction with the mediating role of supply uncertainty and product contamination.