Developing Loyal Customer

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1. Developing loyal customers with a value-adding sales force: Examining customer satisfaction and the perceived credibility of consultative salespeople.............................................................................................

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Developing loyal customers with a value-adding sales force: Examining customer satisfaction and the perceived credibility of consultative salespeople

Author: Liu, Annie H; Leach, Mark P Publication info: The Journal of Personal Selling & Sales Management 21. 2 (Spring 2001): 147-156. ProQuest document link Abstract: The consultative services of business-to-business salespeople are becoming increasingly important to customers when evaluating a supplier's overall value. Thus, a customer evaluation may depend on the salesperson's expertise and trustworthiness; without trust or expertise, customers hesitate to adopt the solutions presented by a salesperson. This study investigates the perceived expertise and trust of a salesperson in a business-to-business context. Findings suggest that both are important to overall customer satisfaction. Customer perceptions of a salesperson's power in the supply-firm and perceptions of the quality of interactions with a salesperson were found to be important when developing perceptions of expertise among business customers. Full text: Headnote The consultative services of business-to-business salespeople are becoming increasingly important to customers when evaluating a supplier's overall value. Thus, a customer evaluation may depend on the salesperson's expertise and trustworthiness; without trust or expertise, customers hesitate...