Salesperson characteristics affecting consumer complaint responses

Stephen W. Clopton · James E. Stoddard · Jennifer W. Clay

60 citations0/0 files storedJournal of Consumer Behaviour

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Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies

Abstract

Abstract The important relationship between consumer complaint behaviour and brand and store loyalty is well established. The range of factors that favourably influence the outcomes of complaining have received relatively less research attention. Therefore, this study tests the effects of two salesperson source characteristics: willingness to listen and product/store knowledge, on consumer complaint‐related perceptions and intentions in a retail setting. Mall shoppers participated in a consumer complaint experiment to test the hypothesised effects. The results indicate that both characteristics affect customer complaint responses, as well as consumer perceptions of the salesperson and the retail store. The findings of the study demonstrate that salesperson characteristics are important influences on positive or negative consumer complaint responses. Copyright © 2001 Henry Stewart Publications.

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References

1997An Examination of the Nature of Trust in Buyer-Seller Relationships 2000Marketing management: analysis. planning. implementation and control 1990Zero defections: quality comes to services.1990Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses 1990The Service Encounter: Diagnosing Favorable and Unfavorable Incidents 1985Problems and Strategies in Services Marketing 1983Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study 1982The SOCO Scale: A Measure of the Customer Orientation of Salespeople

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