Salesperson Professional Selling and the Effect on Buyer and Salesperson Relationship
Regardless of the growing importance and emphasis on relationship marketing, a complete operation of this concept is still unclear. There is a lack of studies that explore the impact of factors such as salesperson professional selling on customer loyalty. This study seeks to verify the relationshi...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English English |
| Published: |
2009
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| Online Access: | http://psasir.upm.edu.my/id/eprint/7261/1/Salesperson%20Professional%20Selling%20and%20the%20Effect%20on%20Buyer%20and%20Salesperson%20Relationship.pdf http://psasir.upm.edu.my/id/eprint/7261/ http://www.ccsenet.org/journal/index.php/ijbm/article/view/3354 |
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| Institution: | Universiti Putra Malaysia |
| Language: | English English |
| Summary: | Regardless of the growing importance and emphasis on relationship marketing, a complete operation of this concept is
still unclear. There is a lack of studies that explore the impact of factors such as salesperson professional selling on
customer loyalty. This study seeks to verify the relationship between salesperson knowledge and adaptive selling.
Computer retail customers with different cultural backgrounds were used as respondents in this study. Respondents
were asked to rate their evaluations of customer loyalty towards the salesperson knowledge and adaptive selling skills
through a self-administered questionnaires which were written in English language and Bahasa Malaysia. Correlation
analyses with Pearson’s r coefficient were performed to identify the degree of one variable’s position that occupies the
same relative position on another variable. In addition, preliminary analyses were carried out to ensure no violation of
the assumptions for linearity, normality, and homoscedasticity. No violations of the assumptions were found. The results
of inter-correlation variables of the study indicate that the salesperson professional selling abilities which comprise of
salesperson knowledge and adaptive selling managed to show a strong relationship with customer loyalty. |
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