| Collection Title: | SIU IS | | Title : | Impact of Salesperson Behavior on Customer Equity: A Case of Bhatbhateni Supermarket | | Material Type: | printed text | | Authors: | Santosh Kunwar, Author ; Chanchai Bunchapattanasakda, Associated Name ; Pravat Uprety, Associated Name | | Publisher: | Bangkok: Shinawatra University | | Publication Date: | 2016 | | Pagination: | ix, 64 p. | | Layout: | ill, Tables | | Size: | 30 cm. | | Price: | 500.00 | | General note: | SIU IS: SOM-MBA-2016-N22
IS [MS. [MBA]] -- Shinawatra University, 2016 | | Languages : | English (eng) | | Descriptors: | [LCSH]Behavior
[LCSH]Selling -- Case studies
| | Keywords: | Adaptive Selling,
Customer Orientation,
Selling Orientation,
Customer Equity,
Brand Equity,
Value Equity,
Relational Equity | | Abstract: | Customer equity is increasingly being considered as a market-based asset that can improve financial performance and market valuation of firms. There has been a trend within organizations to design internal processes which can facilitate maximal achievement of customer equity. From a managerial perspective, it is important to know how such processes come together to influence equity perceptions of the firm’s customers. This dissertation examines the role of different types of salesperson behaviors on building and managing customer equity drivers. It is proposed that customers develop positive attitudes towards different value drivers through developed trust by different salesperson behaviors. Specifically, it is hypothesized that customer behavior affects customers’ perceptions of brand value, product value and relationship value; the customer behavior in turn is affected by different salesperson behaviors, namely, adaptive selling, customer oriented, selling oriented and un/ethical behaviors. Thus, this dissertation integrates selling behaviors literature with customer equity literature.
This dissertation builds on past literature and proposes a conceptual model using three independent variable i.e. adaptive selling, customer orientation, selling behavior and ethical behavior and with one dependent variable customer equity. Descriptive research design is used for investigating the role of salesperson as a mediator in the relationships between selling behaviors and customer equity drivers. The research design uses a dyadic sampling design where data for independent variables and dependent variables are collected from the customers of Bhatbhateni Supermarket.
The results support the meditational role of salesperson in the relationship between selling behaviors and customer equity drivers. They also support the hypothesis that different selling behaviors have different effects on customer equity drivers. This research provides significant theoretical and managerial implications. It provides the existing body of literature with a different perspective on customer equity management. Managerially, it provides newer insights to sales managers of the effects of relational selling behaviors. | | Curricular : | BBA/MBA | | Record link: | http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=26940 |
SIU IS. Impact of Salesperson Behavior on Customer Equity: A Case of Bhatbhateni Supermarket [printed text] / Santosh Kunwar, Author ; Chanchai Bunchapattanasakda, Associated Name ; Pravat Uprety, Associated Name . - [S.l.] : Bangkok: Shinawatra University, 2016 . - ix, 64 p. : ill, Tables ; 30 cm. 500.00 SIU IS: SOM-MBA-2016-N22
IS [MS. [MBA]] -- Shinawatra University, 2016 Languages : English ( eng) | Descriptors: | [LCSH]Behavior
[LCSH]Selling -- Case studies
| | Keywords: | Adaptive Selling,
Customer Orientation,
Selling Orientation,
Customer Equity,
Brand Equity,
Value Equity,
Relational Equity | | Abstract: | Customer equity is increasingly being considered as a market-based asset that can improve financial performance and market valuation of firms. There has been a trend within organizations to design internal processes which can facilitate maximal achievement of customer equity. From a managerial perspective, it is important to know how such processes come together to influence equity perceptions of the firm’s customers. This dissertation examines the role of different types of salesperson behaviors on building and managing customer equity drivers. It is proposed that customers develop positive attitudes towards different value drivers through developed trust by different salesperson behaviors. Specifically, it is hypothesized that customer behavior affects customers’ perceptions of brand value, product value and relationship value; the customer behavior in turn is affected by different salesperson behaviors, namely, adaptive selling, customer oriented, selling oriented and un/ethical behaviors. Thus, this dissertation integrates selling behaviors literature with customer equity literature.
This dissertation builds on past literature and proposes a conceptual model using three independent variable i.e. adaptive selling, customer orientation, selling behavior and ethical behavior and with one dependent variable customer equity. Descriptive research design is used for investigating the role of salesperson as a mediator in the relationships between selling behaviors and customer equity drivers. The research design uses a dyadic sampling design where data for independent variables and dependent variables are collected from the customers of Bhatbhateni Supermarket.
The results support the meditational role of salesperson in the relationship between selling behaviors and customer equity drivers. They also support the hypothesis that different selling behaviors have different effects on customer equity drivers. This research provides significant theoretical and managerial implications. It provides the existing body of literature with a different perspective on customer equity management. Managerially, it provides newer insights to sales managers of the effects of relational selling behaviors. | | Curricular : | BBA/MBA | | Record link: | http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=26940 |
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