مجلة التمويل والاستثمار والتنمية المستدامة
Volume 10, Numéro 2, Pages 579-598
2025-12-29
Sales Force Management As A Strategic Tool For Strengthening Customer Loyalty To The Brand: A Case Study Of Fiat Algeria
Authors : Lameche Hossem .
Abstract
This study examines the strategic role of the sales force within the promotional mix in fostering customer loyalty, with Fiat Motors Algeria as a case study. It highlights that the company’s marketing success depends on aligning promotional strategies with customer expectations and internal capabilities. Effective managerial policies in recruitment, training, motivation, and supervision are found to enhance sales force performance and strengthen customer relations. Using SPSS analysis on data collected from employees and customers, the study reveals that customer loyalty remains moderate due to the lack of a long-term loyalty strategy and weak coordination between marketing and sales departments. The research recommends implementing structured loyalty programs, improving sales force competencies, and adopting best international practices in relationship marketing. Overall, the study concludes that the sales force plays a vital strategic role in sustaining customer loyalty and achieving long-term competitive advantage. Key words: Sales force, Sales Force Management , Customer loyalty.. JEL Classification Codes: L81 , M31, D12
Keywords
Sales force, Sales Force Management , Customer loyalty.
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