The impact of salesperson customer orientation on the evaluation of a salesperson’s ethical treatment, trust in the salesperson, and intentions to purchase.

Item request has been placed! ×
Item request cannot be made. ×
loading   Processing Request
  • Additional Information
    • Abstract:
      Previous research suggests that salespersons’ customer orientation can impact the effectiveness and outcomes of their selling interactions with customers. The purpose of this exploratory research was to create a foundation (based on prior results) for more comprehensive future work investigating customer judgments of a salesperson based on observed behaviors. Specifically, this study assessed whether a salesperson’s relational customer orientation (compared to a functional orientation) could trigger improved evaluations of a salesperson’s ethical treatment of a customer, increased trust in the salesperson, and stronger intentions to purchase. The relationships among perceptions of ethical treatment, trust, and purchase intentions were also explored. Using data collected from a large sample of working professionals, the results indicated that a relational selling approach resulted in increases in the three indicators of sales effectiveness. Additionally, perceived ethical treatment was positively related to trust in a salesperson and purchase intentions, and trust was positively related to purchase intentions. Implications for sales professionals in general as well as sales organizations and sales leaders in particular are discussed. [ABSTRACT FROM PUBLISHER]
    • Abstract:
      Copyright of Journal of Personal Selling & Sales Management is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)