Moderating Effects of Retail Operations and Hard-Sell Sales Techniques on Salesperson’s Interpersonal Skills and Customer Repurchase Intention
Moderating Effects of Retail Operations and Hard-Sell Sales Techniques on Salesperson’s Interpersonal Skills and Customer Repurchase Intention
复制标题
零售运营和强行销售技巧对销售人员人际交往能力和客户重复购买意愿的调节作用
DOI：
10.5296/jmr.v13i1.18044
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发表时间：
2020
期刊：
影响因子：
--
通讯作者：
P. Vyas
中科院分区：
文献类型：
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作者：
Prathamesh Muzumdar;Ganga Prasad Basyal;P. Vyas
销售人员的人际交往能力在影响顾客购买决策的各个阶段一直扮演着重要的角色。随着零售店和销售人员的增加，零售业务在影响销售人员的销售行为和客户的购买决策方面发挥了关键作用。本研究旨在探讨销售人员的人际关系技巧与零售操作对顾客重购的影响。销售人员的人际交往技能是销售人员用来改善客户关系和销售的训练有素的隐性能力。许多组织更喜欢技能培训作为增加销售的战略方法。销售人员的技能培训虽然在目标上取得了成功，但未能吸引重复购买。培训一线员工以更好地了解客户需求，牢记公司的最终目标已成为必要。本研究旨在探讨零售业营运对销售人员人际关系技巧与顾客重购关系之负面影响。研究结果表明，零售业务显着调节销售人员的人际关系技能和顾客重购之间的关系。我们还发现，长时间的等待时间和混乱的商店发挥了显着的调节作用，在负面影响客户重购。这项研究对零售商和销售经理具有重要影响。
Salesperson’s interpersonal skills have always played an important role in influencing various stages of customer’s purchase decision. With the increase in retail outlets and merchandisers, retail operations have taken a pivotal role in influencing the salesperson’s sales practices and customer’s purchase decisions. This study tries to examine the influence of salesperson’s interpersonal skills and retail operations on customer repurchase. A salesperson’s interpersonal skills are the trained and tacit competencies that a salesperson employs to improve customer relationships and sales. Many organizations prefer skill training as a strategic approach to increase sales. Though successful in its objective, salesperson’s skill training fails to attract repetitive purchases. It has become a necessity to train frontline employees to better understand customer needs, keeping in mind the firm’s ultimate objective. This study examines the negative influence of retail operations on the relationship between salesperson’s interpersonal skills and customer repurchase. The findings suggest that retail operations significantly moderate the relationship between salesperson’s interpersonal skills and customer repurchase. We also find that long wait times and disorganized stores play a significant moderating role in negatively influence customer repurchase. This study has important implications for retailers and sales managers.