The Impact of Motivating the Sales Force on Increasing Customer Loyalty: An Econometric Study on a Sample of Employees of Algérie Télécom – Tebessa

Abstract

This study aims to shed light on the relationship between sales force motivation and customer loyalty within an organization. Salespeople’s motivation has become one of the key factors influencing their performance and, consequently, the organization’s ability to retain customers and gain their satisfaction. The study examines the types of motivation (material and non-material) and how each type affects sales force performance. It also analyzes the impact of this performance on the dimensions of loyalty, such as satisfaction, trust, commitment, and word of mouth. The results of the study show a strong positive relationship between sales force motivation and customer loyalty, indicating that investment in human resources directly contributes to improving customer relationships and increasing their loyalty.