Exploring the Relative Effects of Salesperson Interpersonal Process Attributes and Technical Product Attributes on Customer Satisfaction

Abstract

As a significant theme in contemporary marketing, customer orientation focuses not only on what buyers receive (technical product attributes) but also on how buyers and sellers interact (interpersonal process attributes). This underscores the significant role played by salesperson behavior in optimizing customer value and satisfaction. Yet, support for the use of customer-oriented interaction processes has not been consistent across industries. Accordingly, an exploratory study is reported that examines the relative effects of interpersonal process attributes and technical product attributes on buyer satisfaction in a commodity environment. Results extend recent research and support that interpersonal process attributes of the total market offering can be significant determinants of customer satisfaction. Managerial implications and applications are discussed relevant to sales force issues.