Exploring the relative effects of salesperson interpersonal process attributes and technical product attributes on customer satisfaction

Article Abstract:

A significant theme in contemporary marketing, customer orientation focuses not only on what buyers receive (technical product attributes) but also on how buyers and sellers interact (interpersonal process attributes). This underscores the significant role played by salesperson behavior in optimizing customer value and satisfaction. Yet, support for the use of customer-oriented interaction processes has not been consistent across industries. Accordingly, an exploratory study is reported that examines the relative effects of 'interpersonal process attributes' and 'technical product attributes' on buyer satisfaction in a commodity environment. Results extend recent research and support that interpersonal process attributes of the total market offering can be significant determinants of customer satisfaction. Managerial implications and applications are discussed relevant to sales force issues. (Reprinted by permission of the publisher.)

Customer satisfaction, Interpersonal relations

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Accounting for the impact of territory characteristics on sales performance: relative efficiency as a measure of salesperson performance

Article Abstract:

This paper illustrates the use of relative efficiency as an alternative conceptualization of salesperson performance. This approach yields a more individualized and complete picture of salesperson performance, since performance is adjusted by the inputs which were consumed to generate the performance. An analytical technique known as Data Envelopment Analysis is used to adjust sales performance by territory characteristics, derived from the Census of Retail Trade. Implications include ways to increase the impact of sales force-related expenditures, adjusting for territory inequities in the evaluation process and identifying best practices among a group of salespeople. (Reprinted by permission of the publisher.)

Performance

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Attributes and behaviors of salespeople preferred by buyers: high socializing vs. low socializing industrial buyers

Article Abstract:

A random sample of purchasing agents was surveyed and split into two groups based on their socializing behavior. These two groups differ as to the importance of various salesperson attributes and behaviors. It was also found that "high" socializers tend to engage in after-hour meetings and discuss non-business related topics more so than "low" socializers. In addition, "high" socializers tend to be younger, provide more time for sales meetings, have less tenure, and are more likely to be found in smaller purchasing departments compared to "low" socializers. Other findings and implications are discussed and areas for further research are suggested. (Reprinted by permission of the publisher.)

Analysis, Consumer preferences, Social skills

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