The Importance That Customers Place On Service Attributes Of Sale Personnel In The Retail Sector
When examining retail patronage, customer satisfaction must also be considered. Secondary resources (American Marketing Association, 2007; Berman, 2011; Berry, 2008; Chang, 2006:209; Helgesen & Nesset, 2007: 129 and Kong and Jogaratnam, 2007:279) observed that customer satisfaction is the degree...
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| Format: | Article |
| Language: | English |
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Sciendo
2015-06-01
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| Series: | Foundations of Management |
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| Online Access: | https://doi.org/10.1515/fman-2015-0036 |
| _version_ | 1818583561796583424 |
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| author | van Scheers Louise |
| author_facet | van Scheers Louise |
| author_sort | van Scheers Louise |
| collection | DOAJ |
| description | When examining retail patronage, customer satisfaction must also be considered. Secondary resources (American Marketing Association, 2007; Berman, 2011; Berry, 2008; Chang, 2006:209; Helgesen & Nesset, 2007: 129 and Kong and Jogaratnam, 2007:279) observed that customer satisfaction is the degree to which a customer’s expectations agree with the actual performance of the product and or service. South African consumers situated in Gauteng consider a sales person’s product knowledge as the most important attribute when making purchasing decisions. American consumers in contrast consider sales person respect as the most important attribute when making purchasing decisions. The implications for marketers and sales managers are that marketers and sales managers must provide adequate training for their sales personnel in order for them to treat customers in such a way to obtain their loyalty. The quality of the products sold at the retailer does not form part of the trade-off options that customers are presented with. |
| first_indexed | 2024-12-16T08:07:15Z |
| format | Article |
| id | doaj.art-f17c523067af493d90e0c734424fd0d9 |
| institution | Directory Open Access Journal |
| issn | 2300-5661 |
| language | English |
| last_indexed | 2024-12-16T08:07:15Z |
| publishDate | 2015-06-01 |
| publisher | Sciendo |
| record_format | Article |
| series | Foundations of Management |
| spelling | doaj.art-f17c523067af493d90e0c734424fd0d92022-12-21T22:38:27ZengSciendoFoundations of Management2300-56612015-06-017119119810.1515/fman-2015-0036fman-2015-0036The Importance That Customers Place On Service Attributes Of Sale Personnel In The Retail Sectorvan Scheers Louise0University of South Africa, College of Economic and Management SciencesWhen examining retail patronage, customer satisfaction must also be considered. Secondary resources (American Marketing Association, 2007; Berman, 2011; Berry, 2008; Chang, 2006:209; Helgesen & Nesset, 2007: 129 and Kong and Jogaratnam, 2007:279) observed that customer satisfaction is the degree to which a customer’s expectations agree with the actual performance of the product and or service. South African consumers situated in Gauteng consider a sales person’s product knowledge as the most important attribute when making purchasing decisions. American consumers in contrast consider sales person respect as the most important attribute when making purchasing decisions. The implications for marketers and sales managers are that marketers and sales managers must provide adequate training for their sales personnel in order for them to treat customers in such a way to obtain their loyalty. The quality of the products sold at the retailer does not form part of the trade-off options that customers are presented with.https://doi.org/10.1515/fman-2015-0036retail store customerprices compared to competitorssales person product knowledgesales person responsivenesssouth african retail consumers |
| spellingShingle | van Scheers Louise The Importance That Customers Place On Service Attributes Of Sale Personnel In The Retail Sector Foundations of Management retail store customer prices compared to competitors sales person product knowledge sales person responsiveness south african retail consumers |
| title | The Importance That Customers Place On Service Attributes Of Sale Personnel In The Retail Sector |
| title_full | The Importance That Customers Place On Service Attributes Of Sale Personnel In The Retail Sector |
| title_fullStr | The Importance That Customers Place On Service Attributes Of Sale Personnel In The Retail Sector |
| title_full_unstemmed | The Importance That Customers Place On Service Attributes Of Sale Personnel In The Retail Sector |
| title_short | The Importance That Customers Place On Service Attributes Of Sale Personnel In The Retail Sector |
| title_sort | importance that customers place on service attributes of sale personnel in the retail sector |
| topic | retail store customer prices compared to competitors sales person product knowledge sales person responsiveness south african retail consumers |
| url | https://doi.org/10.1515/fman-2015-0036 |
| work_keys_str_mv | AT vanscheerslouise theimportancethatcustomersplaceonserviceattributesofsalepersonnelintheretailsector AT vanscheerslouise importancethatcustomersplaceonserviceattributesofsalepersonnelintheretailsector |