To read the full version of this content please select one of the options below:

The impact of retail sales force responsiveness on consumers’ perceptions of value

Gillian Naylor (Assistant Professor, Department of Marketing, University of Nevada, Las Vegas, USA)
Kimberly E. Frank (Assistant Professor, Department of Accounting, University of Nevada, Las Vegas, USA)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 July 2000

Abstract

Extant research suggests that salespeople can significantly impact consumers’ outcome perceptions. Examines the importance of initial contact with salespeople on consumers’ perceptions of value and the impact of salesperson service failure on perceptions of value among non‐purchasers. An exit survey of shoppers was conducted to realistically study these issues. Results show that outcome perceptions were significantly lower when either there was no contact with salespeople, or the consumer had to initiate the contact. The retailer that had the highest percentage of salesperson initiated contact, earned the highest perception ratings and also had the highest ratio of buyers to browsers. Furthermore, non‐purchasers that experienced service failures (slow service or offended by a salesperson) discounted not just the perception of that retail visit, but also overall value compared to other retailers. These results suggest that retailers must encourage their sales staff to initiate consumer contact.

Keywords

Citation

Naylor, G. and Frank, K.E. (2000), "The impact of retail sales force responsiveness on consumers’ perceptions of value ", Journal of Services Marketing, Vol. 14 No. 4, pp. 310-322. https://doi.org/10.1108/08876040010334529

Publisher

:

MCB UP Ltd

Copyright © 2000, MCB UP Limited