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Published in:
2015 | OriginalPaper | Chapter
The Effects of Salespersons’ Perceptions of Customer Trust on Selling Behaviors
Authors : Subhra Chakrabarty, Diane T. Oubre, Robert E. Widing II, Gene Brown
Published in: Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference
Publisher: Springer International Publishing
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This paper examines the role of salespersons’ perceptions of the level of customer trust on selling behaviors. Recent empirical studies have confirmed the importance of trust in developing buyer-seller relationships (Morgan and Hunt 1994). This study examines the degree to which customer oriented selling, adaptive selling, and bargaining behaviors of salespersons vary with customer trust. Given that selling behaviors directly affect salesperson performance, the effects of salespersons’ perceptions of customer trust on selling behaviors are likely to have significant managerial implications.