Sales and Loyalty Describe Any

Sales and Loyalty

Describe any products, brands, or companies that you deal with that are best described in terms of behavioral loyalty, Affect Loyalty, and Situation-specific Loyalty.

Across each of the types of loyalty, the foundation of trust in brands and the ability of products or services to meet or exceed expectations is critical (Meyer, Schwager, 2007). Many researchers have also defined the foundation of loyalty's many forms including affect, behavioral and situation-specific as the ability to continually deliver exceptional customer experiences that exceed expectations (Frow, Payne, 2007). Credibility and trust are continually earned when exceptional customer experiences are delivered (Frow, Payne, 2007). Affect loyalty most influences the purchase of music and personal electronics devices for me personally. I have strong affect loyalty for Apple and their iPod and iTunes approach to delivering personalized music for example. On terms of behavioral loyalty, my tendency to purchase Propel and Sobe energy drinks is based on this type of loyalty. Despite the many different alternatives for energy drinks, I prefer Propel and Sobe out of a behavioral loyalty approach to choosing these products. Finally from a situation-specific behavior loyalty approach I prefer to fly Delta Airlines as the pricing, service and quick accumulation of mileage awards, n addition to the routes they fly, are best for my specific needs. Each of these types of loyalty actually make the process of purchasing their products or services more efficient and convenient, and in my specific experiences with them, strengthens my loyalties to these brands as well.

2. Describe a buying situation in which you were successfully cross-sold and also, traded up.

The most successfully I have ever been cross-sold is when I purchased my flat-screen television. The salesman at Best Buy successfully sold the $110 power strip that had surge protection and over a dozen outlets on it, in addition to the advanced antenna (if my cable ever went out) and also sold the three-year warranty on the DLP picture tube and technology. What made this the largest cross-sell and up-sell ever was the approach the salesman took of being a trusted advisor (Maister, Green, Galford, 2000) and took the time to understand the unique location of where the flat screen television would be in the house, and also how it would be connected. He also knew that Time Warner Cable has at times been known to zap televisions with too much voltage and a few had been damaged. This had actually been written about in the local press. In short, what made this situation unique was the knowledge the sales person had of the local market and the potential hazards to such a large investment in entertainment.