RT Journal Article
T1 How does customer perception of sales force influence the relationship? A study in an emerging economy
A1 Arditto, Luis
A1 Cambra-Fierro, Jesús
A1 Olavarría Jaraba, Ana
A1 Vázquez-Carrasco, Rosario
K1 Salesperson
K1 Customer perception
K1 Loyalty
K1 Commitment
K1 emerging economy
AB Sales and sales force management is a complex activity that largely determines a company's commercial success. Customer perception of the salespeople in terms of expertise, trust, interaction, and risk can drive the establishment of long-lasting ties, making customer portfolio management profitable in the long-term. Yet to date, while much work has been done on company-customer relational issues, very few studies have taken customer perception of salespeople as their reference. Moreover, most existing studies have taken western countries and developed economies as their reference of analysis.The present study, in contrast, provides an analysis of an emerging economy context, Peru. Using a sample of more than 400 consumers and structural equations analysis, this article presents a model based on the Social Exchange Theory. The final part of the study presents the theoretical discussion together with key implications and recommendations for management.
PB Elsevier
YR 2020
FD 2020-05-01
LK https://hdl.handle.net/10433/22453
UL https://hdl.handle.net/10433/22453
LA en
NO Arditto, L., Cambra-Fierro, J., Fuentes Blasco, M., Olavarría, A., Vázquez-Carrasco, R. (2020): “How does customer perception of sales force influence the relationship? A study in an emerging economy”. Journal of Retailing and Consumer Services, 54.
NO Departamento de Organización y Dirección de Empresas, UPO
DS RIO
RD Apr 24, 2026