Examining the Effect of Salesperson Service Behavior in a Competitive Context
Journal of the Academy of Marketing Science, Vol. 35, No. 4, pp. 603-616. , 2007
14 Pages Posted: 5 Apr 2010
Date Written: 2007
While few scholars debate the importance of doing things to improve the quality of the buyer-seller relationship, little is known about what salespeople can do after the point of the initial sale to enhance customer satisfaction and trust. On the basis of extensive exploratory interviews across professional selling domains, this research develops a set of behaviors, referred to here as “salesperson service behaviors.” Using data gathered from 358 customers, the authors empirically demonstrate the effect of these behaviors on customer satisfaction and trust and, ultimately, on an objective measure of customer share of market. The authors develop a competitive model that uniquely features customer evaluations of competing sales representatives. The results indicate that these salesperson service behaviors are important in building trust and customer satisfaction, which in turn lead to increases in customer share of market.
Keywords: Salesperson service behaviors, Competitor ratings, Share of wallet, Trust, Satisfaction, Service quality
JEL Classification: M30
Suggested Citation: Suggested Citation