Factors affecting purchase intention through the mediating role of consumer trust: A conceptual framework for effective sales management
Sales management emphasises the reliance on individual salespersons to “push” a firm’s products to attain contractual agreements with a clientele. Personal selling focuses on strengthening customer relationships through trust-building and serving their long-term interest. A trusting selling environm...
| Main Authors: | , |
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| Format: | Book Section |
| Language: | English |
| Published: |
School of Hospitality & Service Management, Sunway University
2021
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| Subjects: | |
| Online Access: | http://eprints.sunway.edu.my/1940/ http://eprints.sunway.edu.my/1940/1/Evelyn%20Loh%20Factors%20affecting%20purchase.pdf |
| Summary: | Sales management emphasises the reliance on individual salespersons to “push” a firm’s products to attain contractual agreements with a clientele. Personal selling focuses on strengthening customer relationships through trust-building and serving their long-term interest. A trusting selling environment can be nurtured through sales drivers such as salespersons skills or eWOM, and salespersons' big 5 personality traits, which then could lead to increased purchase intention. This study proposes a conceptual framework that can contribute to sales management, particularly for industry practitioners to possibly embrace changes in human resource management and include technology-mediated programmes to enhance sales activity. |
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