Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
7434070 | Journal of Retailing and Consumer Services | 2016 | 8 Pages |
Abstract
The paper examines the various responses of consumers depending on the country of salesperson (COS) and to look into the effects that consumer–salesperson relationship benefits have on consumer satisfaction and brand attitude. The results suggest that consumers' perceived social benefit and functional benefit positively influenced their satisfaction with salesperson, and a significant positive effect of consumers' satisfaction with salesperson on consumers' brand attitude is found. This positive relationship was moderated by COS. These findings suggest that COS will serve as an important retail mix for global marketers. Other results and management implications are also discussed.
Keywords
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Yu Hua Choi, Ho Jung Choo,