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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| Other Authors: | |
| 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 |
| _version_ | 1848802164260995072 |
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| author | Leong, Mei Kei * Loh, E. G. Y. * |
| author2 | Trupp, Alexander * |
| author_facet | Trupp, Alexander * Leong, Mei Kei * Loh, E. G. Y. * |
| author_sort | Leong, Mei Kei * |
| building | SU Institutional Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-14T21:19:00Z |
| format | Book Section |
| id | sunway-1940 |
| institution | Sunway University |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T21:19:00Z |
| publishDate | 2021 |
| publisher | School of Hospitality & Service Management, Sunway University |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | sunway-19402022-01-13T04:10:52Z http://eprints.sunway.edu.my/1940/ Factors affecting purchase intention through the mediating role of consumer trust: A conceptual framework for effective sales management Leong, Mei Kei * Loh, E. G. Y. * HF Commerce 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. School of Hospitality & Service Management, Sunway University Trupp, Alexander * Wong, P. P. W. * Chaichi, Kamelia * Loh, E. G. Y. * 2021 Book Section PeerReviewed text en cc_by_nc_4 http://eprints.sunway.edu.my/1940/1/Evelyn%20Loh%20Factors%20affecting%20purchase.pdf Leong, Mei Kei * and Loh, E. G. Y. * (2021) Factors affecting purchase intention through the mediating role of consumer trust: A conceptual framework for effective sales management. In: TRMC 2021: Proceedings of the 3rd International Tourism and Retail Service Management Conference, Malaysia, 12-13 October 2021. School of Hospitality & Service Management, Sunway University, Sunway, Malaysia, pp. 37-41. ISBN 978 967 5492 64 8 |
| spellingShingle | HF Commerce Leong, Mei Kei * Loh, E. G. Y. * Factors affecting purchase intention through the mediating role of consumer trust: A conceptual framework for effective sales management |
| title | Factors affecting purchase intention through the mediating role of consumer trust: A conceptual framework for effective sales management |
| title_full | Factors affecting purchase intention through the mediating role of consumer trust: A conceptual framework for effective sales management |
| title_fullStr | Factors affecting purchase intention through the mediating role of consumer trust: A conceptual framework for effective sales management |
| title_full_unstemmed | Factors affecting purchase intention through the mediating role of consumer trust: A conceptual framework for effective sales management |
| title_short | Factors affecting purchase intention through the mediating role of consumer trust: A conceptual framework for effective sales management |
| title_sort | factors affecting purchase intention through the mediating role of consumer trust: a conceptual framework for effective sales management |
| topic | HF Commerce |
| url | http://eprints.sunway.edu.my/1940/ http://eprints.sunway.edu.my/1940/1/Evelyn%20Loh%20Factors%20affecting%20purchase.pdf |