Drivers of sales force equity in the service industry

Echchakoui, Saïd

Journal of Retailing and Consumer Services, 2015, vol. 27, issue C, 140-153

Abstract: Based on the Stimulus–Organism–Response (S–O–R) model, this paper investigates the drivers of salesperson equity by exploring the mediating role of value added by salespeople in the relationships between salesperson attributes and both sales force loyalty and salesperson equity. A questionnaire was constructed and data were collected on customers served by financial salespeople working at five banks. A structural equation model was used to empirically assess the proposed research model. The empirical results reveal that the two dimensions of value added by the salesperson (enjoyable interaction, perceived risk) partially mediate the relationship between salesperson attributes (expertise, trustworthiness) and customer loyalty to the salesperson. In addition, the relationship between salesperson expertise and salesperson equity is partially mediated by both dimensions of value added by salespeople. However, the two dimensions of value added by salespeople fully mediates the positive relationship between trustworthiness and salesperson equity. Theoretical and managerial implications of the study are addressed.

Keywords: Sales force; Salesperson equity; Sales force attributes; Value added by sales force; Customer loyalty to salesperson (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:27:y:2015:i:c:p:140-153

DOI: 10.1016/j.jretconser.2015.07.013

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