Retail Salesperson Attributes and the Role of Dependability in the Selection of Durable Goods

Hawes, Jon M.; Rao, C.P.
September 1993
Journal of Personal Selling & Sales Management;Fall93, Vol. 13 Issue 4, p61
Academic Journal
This study examines the importance which consumers place on various salesper son attributes in the retail purchase of durable goods. From an original list of 25 salesperson characteristics, exploratory factor analysis was used to identify seven underlying dimensions, and trustworthiness was found to be of greatest importance. Because past research had suggested that dependability was a critical buyer concern, the extent to which retail salespeople were considered dependable in providing a number of specific selling services was also examined as an additional part of the present study. This analysis generally showed that while consumers place great importance on sales rep dependability, they do not have high levels of confidence in the current retail sales force providing it.


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