Salesperson attributes that influence consumer perceptions of sales interactions

Purpose This paper aims to examine how modern, digital era customers in a business-to-consumer (B2C) setting prioritize salesperson-customer orientation attributes when evaluating their expectations regarding interactions with salespeople, as well impact on positive and negative word-of-mouth. In addition, the research further investigates which salesperson have an overall customer experience satisfaction. Design/methodology/approach Role theory expectancy-disconfirmation form theoretical foundation for two mixed-method studies. Study 1 is exploratory content analysis of online consumer reviews social media word-of-mouth related experiences salespeople. 2 three-round Delphi study investigating are most important B2C interactions. Findings The results uncover essential modern consumers they differ function context (retail, direct-selling follow-up) contribute generation Originality/value expands sales interaction literature by exploring need differing based differential shopping environment.