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Perceived salesperson service attributes and retail patronage intentions

Perceived salesperson service attributes and retail patronage intentions In the 1990s many companies have acknowledged the critical importance of being customer‐oriented. However, as retailers contemplate the higher costs and higher revenues of increased customer service levels, they need to understand the relative importance to consumers of various aspects of customer service, particularly those delivered by salespeople. This research investigates the impact of selected salesperson service attributes and levels on consumer patronage intentions in a consumer electronics store setting. The study uses conjoint analysis to measure consumer priorities. The results indicate that salesperson’s respect for the customer, knowledge, and responsiveness are the most important attributes. Where three service levels are presented, there is a greater difference in impact between the lowest and middle levels than between the middle and highest levels. This suggests that retailers do not necessarily have to offer the best service levels to satisfy customers, but must avoid poor service levels. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Retail & Distribution Management Emerald Publishing

Perceived salesperson service attributes and retail patronage intentions

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References (34)

Publisher
Emerald Publishing
Copyright
Copyright © 2001 MCB UP Ltd. All rights reserved.
ISSN
0959-0552
DOI
10.1108/09590550110390986
Publisher site
See Article on Publisher Site

Abstract

In the 1990s many companies have acknowledged the critical importance of being customer‐oriented. However, as retailers contemplate the higher costs and higher revenues of increased customer service levels, they need to understand the relative importance to consumers of various aspects of customer service, particularly those delivered by salespeople. This research investigates the impact of selected salesperson service attributes and levels on consumer patronage intentions in a consumer electronics store setting. The study uses conjoint analysis to measure consumer priorities. The results indicate that salesperson’s respect for the customer, knowledge, and responsiveness are the most important attributes. Where three service levels are presented, there is a greater difference in impact between the lowest and middle levels than between the middle and highest levels. This suggests that retailers do not necessarily have to offer the best service levels to satisfy customers, but must avoid poor service levels.

Journal

International Journal of Retail & Distribution Management – Emerald Publishing

Published: May 1, 2001

Keywords: Retail trade; Stores; Salesforce; Service levels; Customer satisfaction

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