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    Demystifying Adaptive Selling – Exploring Salesperson Attributes and Service Behaviors

    Access Status
    Fulltext not available
    Authors
    Sharma, Piyush
    Lo, M.
    Date
    2015
    Type
    Conference Paper
    
    Metadata
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    Citation
    Sharma, P. and Lo, M. 2014. Demystifying Adaptive Selling – Exploring Salesperson Attributes and Service Behaviors. In 2014 Academy of Marketing Science (AMS) World Marketing Congress: Marketing Challenges in a Turbulent Business Environment, 5-8 Aug 2014, Lima, Peru.
    Source Title
    Marketing Challenges in a Turbulent Business Environment
    Source Conference
    2014 Academy of Marketing Science (AMS) World Marketing Congress: Marketing Challenges in a Turbulent Business Environment
    DOI
    10.1007/978-3-319-19428-8_163
    Faculty
    Faculty of Business and Law
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/75116
    Collection
    • Curtin Research Publications
    Abstract

    Services organizations face ever-increasing customer demands and competition, especially in face-to-face retail sales encounters, hence it is extremely important to ‘recruit the right kind’ of salespeople and give them the ‘right kind of training’ to better serve and satisfy their customers. However, there is little research that combines these two perspectives in the adaptive selling context. We address this gap with a comprehensive model including four salesperson characteristics (attractiveness, communication ability, expertise and trustworthiness) as antecedents, three service performance behaviors (service manner, extra role and need identification) as mediators and three important outcome behaviors (willingness to disclose, customer satisfaction and behavioral intentions) as consequences. We also test this model using a field-survey with actual customers in a retail setting in Hong Kong. Our findings help demystify the adaptive selling by unraveling the customer evaluation and judgment processes.

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