Abstract
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 language | English (US) |
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Pages (from-to) | 13-23 |
Number of pages | 11 |
Journal | Journal of Personal Selling and Sales Management |
Volume | 11 |
Issue number | 3 |
DOIs | |
State | Published - Jan 1 1991 |
ASJC Scopus subject areas
- Human Factors and Ergonomics
- Management of Technology and Innovation