Moderating Effects of Retail Operations and Hard-Sell Sales Techniques on Salesperson’s Interpersonal Skills and Customer Repurchase Intention

Prathamesh Muzumdar, Ganga Prasad Basyal, Piyush Vyas

Abstract


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 retail operations and hard-selling strategies on the relationship between salesperson’s interpersonal skills and customer repurchase intention. Salesperson’s interpersonal skills are the trained and tacit competencies that a salesperson employs to improve customer relationship and sales performance. 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 due to unavoidable extraneous factors. It has become a necessity to understand the role of extraneous factors like retail operations and hard-selling sales strategies on sales performance. This study examines the negative influence of retail operations on the relationship between salesperson’s interpersonal skills and customer repurchase intention. The findings suggest that retail operations significantly moderate the relationship between salesperson’s interpersonal skills and customer repurchase intention. We also find that hard-sell sales techniques play a significant moderating role in negatively influencing customer repurchase intention. This study has important implications for retailers and sales managers.


Full Text:

PDF

References


Anderson, J. C., Narus, J. A., & Narayandas, D. (2008). Business market management: Understanding, creating, and delivering value, 3rd ed. Upper Saddle River (NJ): Prentice Hall.

Babakus, Emin, David W. Cravens, Mark Johnston, and William C. Moncrief (1999). The Role of Emotional Exhaustion in Sales Force Attitude and Behavior Relationships. Journal of the Academy of Marketing Science, 27(1), 58–70. https://doi.org/10.1177/0092070399271005

Bello, K.B., Jusoh, A., & Md Nor, K. (2020). Relationships and impacts of perceived CSR, service quality, customer satisfaction and consumer rights awareness. Social Responsibility Journal, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/SRJ-01-2020-0010

Ben Amor, N. E. (2019). What skills make a salesperson effective? An exploratory comparative study among car sales professionals. International Business Research, 12(11), 76. https://doi.org/10.5539/ibr.v12n11p76

Bhuian, Shahid N., Bulent Menguc, & Rene Borsboom. (2005). Stressors and Job Outcomes in Sales: A Triphasic Model Versus a Linear-Quadratic-Interactive Model. Journal of Business Research, 58(2) (February), 141–150. https://doi.org/10.1016/S0148-2963(03)00132-2

Boles, James S., Mark W. Johnston, and Joseph F. Hair, Jr. (1997). Role Stress, Work–Family Conflict and Emotional Exhaustion: Inter-Relationships and Effects on Some Work-Related Consequences. Journal of Personal Selling & Sales Management, 17(1) (Winter), 17–28.

Brown, Steven P., and Robert A. Peterson. (1993). Antecedents and Consequences of Salesperson Job Satisfaction: Meta- Analysis and Assessment of Causal Effects. Journal of Marketing Research, 30 (February), 63–77. https://doi.org/10.1177/002224379303000106

Butt, I., Mukerji, B., & Shareef, M.A. (2017). Relevance of soft-sell and hard-sell advertising appeals for global consumer cultural positioning. Journal of Customer Behaviour, 16(3), 263-279. https://doi.org/10.1362/147539217X15071081721125

Castleberry, Stephen B., & C. David Shepherd. (1993). Effective Interpersonal Listening and Personal Selling. Journal of Personal Selling and Sales Management, 18(1), 35-49.

Chonko, Lawrence B., & John Burnett. (1983). Measuring the Importance of Ethical Situations as a Source of Role Conflict: A Survey of Salespeople, Sales Managers, and Sales Support Personnel. Journal of Personal Selling & Sales Management, 3(1) (May), 41–47.

Churchill, Gilbert A., Jr., Neil M. Ford, Steven W. Hartley, & Orville C. Walker, Jr. (1985). The Determinants of Salesperson Performance: A Meta-Analysis. Journal of Marketing Research, 22(May), 103–118. https://doi.org/10.1177/002224378502200201

Comer, Lucette B., & Tanya Drollinger (1999). Active Empathetic Listening and Selling Success: A Conceptual Framework. Journal of Personal Selling and Sales Management, 19(1), 15-29.

Curina, I., Francioni, B., Hegner, S. M., & Cioppi, M. (2020). Brand hate and non-repurchase intention: A service context perspective in a cross-channel setting. Journal of Retailing and Consumer Services, 54, 102031. https://doi.org/10.1016/j.jretconser.2019.102031

Dick, A.S. and Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22(2), 99–113. https://doi.org/10.1177/0092070394222001

Dixon, Andrea L., and Susan M.B. Schertzer (2005). Bouncing Back: How Salesperson Optimism and Self-Efficacy Influence Attributions and Behaviors Following Failure. Journal of Personal Selling & Sales Management, 25(1), 361–369.

Du, H., Xu, J., Tang, H., & Jiang, R. (2020). Repurchase Intention in Online Knowledge Service: The Brand Awareness Perspective. Journal of Computer Information Systems, In-Print. https://doi.org/10.1080/08874417.2020.1759159

Dubinsky, Alan J., & Thomas N. Ingram (1984). Correlates of Salespeople’s Ethical Conflict: An Exploratory Investigation. Journal of Business Ethics, 3 (November), 343–353. https://doi.org/10.1007/BF00381759

Eisenhardt, K. M. (1989). Agency Theory: An Assessment and Review. The Academy of Management Review, 14(1), 57. https://doi.org/10.5465/amr.1989.4279003

Fullerton, R. A. (1988). How modern is modern marketing? Marketing’s evolution and the myth of the production era. Journal of Marketing, 52(1), 108–125. https://doi.org/10.1177/002224298805200109

Funkhouser, G. R. (1984). A Practical Theory of Persuasion Based on Behavioral Science Approaches. Journal of Personal Selling & Sales Management, 4:2, 17-25.

Gabler, C. B., Vieira, V. A., Senra, K. B., & Agnihotri, R. (2019). Measuring and testing the impact of interpersonal mentalizing skills on retail sales performance. Journal of Personal Selling & Sales Management, 39(3), 222-237. https://doi.org/10.1080/08853134.2019.1578661

Goad, Emily A. (2014). The Impact of Salesperson Listening: A Multi-faceted Research Approach (Doctoral dissertation). The University of Texas at Arlington, Texas, USA.

Handayani, P., Ariantana, E., & Pinem, A. (2020). How to Increase Customer Repurchase Intention in a Business-to-Customer (B2C)? International Journal of Electronic Commerce Studies, 11(1), 1- 19. https://doi.org/10.7903/ijecs.1721

Ho, M. H., & Chung, H. F. (2020). Customer engagement, customer equity and repurchase intention in mobile apps. Journal of Business Research, 121, 13-21. https://doi.org/10.1016/j.jbusres.2020.07.046

Ilyas, GB., Rahmi, S., Tamsah, H., Munir, AR, & Putra, AHPK (2020). Reflective Model of Brand Awareness on Repurchase Intention and Customer Satisfaction. The Journal of Asian Finance, Economics and Business, 7(9), 427–438. https://doi.org/10.13106/jafeb.2020.vol7.no9.427

Ingram, Thomas N., Schwepker, Jr., Charles H., & Don Hutson (1992). Why Salespeople Fail. Industrial Marketing Management, 21, 225-230. https://doi.org/10.1016/0019-8501(92)90019-P

Javed, M. K., & Wu, M. (2020). Effects of online retailer after delivery services on repurchase intention: An empirical analysis of customers’ past experience and future confidence with the retailer. Journal of Retailing and Consumer Services, 54, 101942. https://doi.org/10.1016/j.jretconser.2019.101942

Kirca, A. H., Jayachandran, S., & Bearden, W. O. (2005). Market orientation: A Metanalytic Review and Assessment of its Antecedents and Impact on Performance. Journal of Marketing, 69(2), 24–41. https://doi.org/10.1509/jmkg.69.2.24.60761

Liu, Y., Hochstein, B., Bolander, W., Bradford, K., & Weitz, B. A. (2020). Internal selling: Antecedents and the importance of networking ability in converting internal selling behavior into salesperson performance. Journal of Business Research, 117, 176-188. https://doi.org/10.1016/j.jbusres.2020.04.036

Low, George S., David W. Cravens, Ken Grant, & William C. Moncrief (2001). Antecedents and Consequences of Salesperson Burnout. European Journal of Marketing, 35(5–6), 587–611. https://doi.org/10.1108/03090560110388123

Martins Gonçalves, H., & Sampaio, P. (2012). The customer satisfaction‐customer loyalty relationship. Management Decision, 50(9), 1509–1526. https://doi.org/10.1108/00251741211266660

McFarland, Richard G. (2003). Crisis of Conscience: The Use of Coercive Sales Tactics and Resultant Felt Stress in the Salesperson. Journal of Personal Selling & Sales Management, 23(4) (Fall), 311–325.

Mowen, John C., Minor, Michael. (1998). Consumer Behavior E5 (5th ed). New York: PRENTICE-HALL.

Munnukka, J. (2008). Customers' Purchase Intentions as a Reflection of Price Perception. Journal of Product & Brand Management, 17(3), 188-196. https://doi.org/10.1108/10610420810875106

Naumann, Earl, Scott M. Widmier, and Donald W. Jackson (2000). Examining the Relationship Between Work Attitudes and Propensity to Leave Among Expatriate Salespeople. Journal of Personal Selling & Sales Management, 20, 4 (Fall), 227–241.

Pan, Y., Sheng, S., & Xie, F. (2012). Antecedents of Customer Loyalty: An Empirical Synthesis and Reexamination. Journal of Retailing and Consumer Services, 19(1), 150-158. https://doi.org/10.1016/j.jretconser.2011.11.004

Pelham, Alfred M. (2009). An Exploratory Study of the Influence of Firm Market Orientation on Salesperson Adaptive Selling, Customer Orientation, Interpersonal Listening in Personal Selling and Salesperson Consulting Behaviors. Journal of Strategic Marketing, 17(1), 21-39. https://doi.org/10.1080/09652540802619202

Ramsey, Rosemary P., & Ravipreet S. Sohi (1997). Listening to Your Customers: The Impact of Perceived Salesperson Listening Behavior on Relationship Outcomes. Journal of the Academy of Marketing Science, 25(2), 127-137. https://doi.org/10.1007/BF02894348

Saxe, R., & Weitz, B. A. (1982). The SOCO Scale: A Measure of the Customer Orientation of Salespeople. Journal of Marketing Research, 19(3), 343-351. https://doi.org/10.1177/002224378201900307

Simanjuntak, M., Nur, H., Sartono, B & Sabri, M. (2020). A general structural equation model of the emotions and repurchase intention in modern retail. Management Science Letters, 10(4), 801-814. https://doi.org/10.5267/j.msl.2019.10.017

Singh, B., & Tiwari, A. A. (2019). Customer stewardship behavior and stewardship fatigue: a conceptual framework. Marketing Intelligence & Planning, 38(3), 386-399. https://doi.org/10.1108/MIP-02-2019-0071

Slack, N., Singh, G. & Sharma, S. (2020). The effect of supermarket service quality dimensions and customer satisfaction on customer loyalty and disloyalty dimensions. International Journal of Quality and Service Sciences, 12(3), 297-318. https://doi.org/10.1108/IJQSS-10-2019-0114

Tandon, U., Mittal, A. & Manohar, S. (2020). Examining the impact of intangible product features and e-commerce institutional mechanics on consumer trust and repurchase intention. Electron Markets. https://doi.org/10.1007/s12525-020-00436-1

Udayana, I. B., Ardyan, E., & Farida, N. (2019). Selling relationship quality to increase salesperson performance in the pharmacy industry. International Journal of Services and Operations Management, 33(2), 262. https://doi.org/10.1504/ijsom.2019.10022077




DOI: https://doi.org/10.5296/jmr.v13i1.18044

To make sure that you can receive messages from us, please add the 'macrothink.org' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.

Copyright © Macrothink Institute ISSN 1941-899X

'Macrothink Institute' is a trademark of Macrothink Institute, Inc.