The effect of salesforce behavior on customer satisfaction: An interactive framework

Dhruv Grewal, Arun Sharma

Research output: Contribution to journalArticlepeer-review

104 Scopus citations


Salesforce behavior can have a significant effect on customer satisfaction. This paper presents a conceptual framework examining the impact of the salesforce policy on customer satisfaction. Within the context of the framework, it is suggested that salespeople and sales managers can increase customer satisfaction through adaptive selling behavior and by developing customer feed-back systems respectively. Testable propositions are suggested for future research, and potential managerial implications of the research are discussed. The paper emphasizes that the determination and improvement of customer satisfaction should be essential goals of salesforce management.

Original languageEnglish (US)
Pages (from-to)13-23
Number of pages11
JournalJournal of Personal Selling and Sales Management
Issue number3
StatePublished - Jan 1 1991

ASJC Scopus subject areas

  • Human Factors and Ergonomics
  • Management of Technology and Innovation


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