The Effect of Salesforce Behavior on Customer Satisfaction: An Interactive Framework

Dhruv Grewal · Arun K. Sharma

171 citations0/0 files storedJournal of Personal Selling and Sales Management

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Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence Employee Performance and Motivation

Abstract

Salesforce behavior can have a significant effect on customer satisfaction. This paper presents a conceptual framework examining the impact of the salesforce policy on customer satisfaction. Within the context of the framework, it is suggested that salespeople and sales managers can increase customer satisfaction through adaptive selling behavior and by developing customer feed-back systems respectively. Testable propositions are suggested for future research, and potential managerial implications of the research are discussed. The paper emphasizes that the determination and improvement of customer satisfaction should be essential goals of salesforce management.

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References

1957A Theory of Cognitive Dissonance 2017A Theory of Cognitive Dissonance 1980A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions 2025Advances in Consumer Research 1951The Influence of Source Credibility on Communication Effectiveness 1981Attitudes and Persuasion: Classic and Contemporary Approaches 1982An Investigation into the Determinants of Customer Satisfaction 1983Advances in Consumer Research

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1996Exploring Salespersons' Customer Orientation as a Mediator of Organizational Culture's Influence on Buyer-Seller Relationships 2017Salesperson ambidexterity and customer satisfaction: examining the role of customer demandingness, adaptive selling, and role conflict 2004Customer‐oriented selling: Exploring the roles of emotional intelligence and organizational commitment 2002The influence of salesperson skill, motivation, and training on the practice of customer‐oriented selling 1998The influence of salespersons’ customer orientation on buyer‐seller relationship development

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