Role of salespeople on the process of creating customer equity in industrial market-a practice in cement sector

Industrial markets are different from consumer markets in many ways. Especially in the process of verifying the factors of creating customer equity process, salesmen have important roles. Concordantly, the main purpose of this study is to determine the contributions of salesmen at the companies in industrial market which are in the process of creating customer equity on the perspective of administrators and managers. The data in this study were collected from the survey made with 110 companies in cement sector. While aiming to reveal the opinions of administrators and managers in this study, the data was analyzed using descriptive statistics made by SPSS 24 programme. After examining the results, it is shown by the fact that the activities in the process of creating customer equity are all important. The highest average sub-dimentions were determined in order of priorities as: customer satisfaction (CS), customer orientation (CO), creating value (CV), developing relationship (DR), and sales management (SM).