Retail Salesperson Attributes and the Role of Dependability in the Selection of Durable Goods |
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| Authors: | Jon M. Hawes C. P. Rao Thomas L. Baker |
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| Affiliation: | 1. Jon M. Hawes (Ph.D., University of Arkansas) is Professor of Marketing at theUniversity of Akron where he recently received the Alumni Association's Outstanding Researcher Award. Prior to pursuing his doctorate, he worked as an Account Manager for the NCR Corporation. Dr. Hawes has previously published in the Journal of Personal Selling and Sales Management, as well as several other leading academic journals.;2. C. P. Rao (Ph.D., University of North Carolina) is Eminent Scholar and William B. Spong Chair in Marketing and International Business at Old Dominion University. He has also served on the Marketing faculty at the University of Arkansas and at the Indian Institute of Management. He participated in the ICAME program at Stanford University. Dr. Rao was awarded the C.P.M. (Certified Purchasing Manager) by the National Association of Purchasing Managers. Dr. Rao is a frequent contributor to many leading journals and has received the Distinguished Faculty Research Award in the College of Business Administration at the University of Arkansas three times.;3. Thomas L. Baker (Ph.D., The Florida State University) is Assistant Professor of Marketing at the University of Akron, where he teaches marketing strategy and management of marketing channels. In addition to previously publishing in JPSSM, his research has been published or accepted for publication in the Journal of Business Research, Journal of Marketing Channels, and Psychological Reports. |
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| Abstract: | This study examines the importance which consumers place on various salesperson attributes in the retail purchase of durable goods. From an original list of 25 salesperson characteristics, exploratory factor analysis was used to identify seven underlying dimensions, and trustworthiness was found to be of greatest importance. Because past research had suggested that dependability was a critical buyer concern, the extent to which retail salespeople were considered dependable in providing a number of specific selling services was also examined as an additional part of the present study. This analysis generally showed that while consumers place great importance on sales rep dependability, they do not have high levels of confidence in the current retail sales force providing it. |
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