Customer evaluation of retail salespeople utilizing the SOCO scale: a replication, extension, and application

Article Abstract:

Measuring retail salesperson performance is a critical, though relatively neglected research issue. We suggest that the SOCO scale may be an appropriate tool for measuring salesperson performance from the buyer's perspective. Therefore, a replication of the SOCO scale was undertaken by having consumers evaluate retail salespeople. The SOCO scale items were slightly modified to fit the consumer sample and retail focus of the study. In addition, the number of points on the SOCO response scale was also reduced and the verbal anchors modified to better suit the needs of telephone surveys. Despite these changes, the properties of the scale were found to be strikingly similar to those reported in prior studies. It was recommended that retailers adopt the SOCO scale to measure salesperson performance. (Reprinted by permission of the publisher.)

Research, Analysis, Evaluation, Marketing research, Market research, Employee performance appraisals, Performance appraisals, Sales personnel, Salespeople

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Consumer perceptions of organizations that use cause-related marketing

Article Abstract:

This study investigates gender and proximity effects in cause-related marketing (CRM). Attitudes of a cross-sectional sample of adult consumers were analyzed. Females were more favorably inclined than males toward firms that employ cause-related marketing. The hypothesized proximity effect was nonsignificant. (Reprinted by permission of the publisher.)

Marketing, Public opinion, Women consumers, Men consumers

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