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Perceived salesperson service attributes and retail patronage intentions

Jean C. Darian (Jean C. Darian is Associate Professors of Marketing at Rider University, Lawrenceville, New Jersey, USA.)
Louis A. Tucci (Louis A. Tucci is Assistant Professor in the Department of Management and Marketing, The College of New Jersey, Ewing, New Jersey, USA.)
Alan R. Wiman (Alan R. Wiman is Associate Professors of Marketing at Rider University, Lawrenceville, New Jersey, USA.)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 1 May 2001

3760

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.

Keywords

Citation

Darian, J.C., Tucci, L.A. and Wiman, A.R. (2001), "Perceived salesperson service attributes and retail patronage intentions", International Journal of Retail & Distribution Management, Vol. 29 No. 5, pp. 205-213. https://doi.org/10.1108/09590550110390986

Publisher

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MCB UP Ltd

Copyright © 2001, MCB UP Limited

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