Perceived Salesperson Authenticity in B2B-Relationships: A Qualitative Study

Marketing research is just beginning to understand customers’ need for authenticity in marketing exchanges. While consumers seek authentic brands and consumption experience, industrial buyers appreciate authentic salespersons. However, marketing literature is silent about perceived salesperson authenticity. This paper’s aim is to make an advance in closing this research gap. Therefore, we conceptualize perceived salesperson authenticity. In order to identify the dimensions and consequences of this construct, we apply grounded theory. We determine presence, empathy, competency, experience, out-of-the-box thinking, genuineness, stability of character, and congruency as dimensions of perceived salesperson authenticity. Perceived salesperson authenticity leads to credibility and trust and ultimately facilitates longterm relationships.