Factors affecting purchase intention through the mediating role of consumer trust: A conceptual framework for effective sales management

• Main Authors: Leong, Mei Kei *, Loh, E. G. Y. *
• Other Authors: Trupp, Alexander *
• Format: Book Section
• Language: English
• Published: School of Hospitality & Service Management, Sunway University 2021
• Subjects: HF Commerce
• Online Access: http://eprints.sunway.edu.my/1940/1/Evelyn%20Loh%20Factors%20affecting%20purchase.pdf; http://eprints.sunway.edu.my/1940/
• Institution: Sunway University

Sales management emphasises the reliance on individual salespersons to “push” a firm’s products to attain contractual agreements with a clientele. Personal selling focuses on strengthening customer relationships through trust-building and serving their long-term interest. A trusting selling environm...