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Salesperson characteristics affecting consumer complaint responses
Author(s) -
Clopton Stephen W.,
Stoddard James E.,
Clay Jennifer W.
Publication year - 2001
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.60
Subject(s) - complaint , loyalty , advertising , perception , affect (linguistics) , product (mathematics) , psychology , marketing , test (biology) , business , communication , paleontology , geometry , mathematics , neuroscience , political science , law , biology
The important relationship between consumer complaint behaviour and brand and store loyalty is well established. The range of factors that favourably influence the outcomes of complaining have received relatively less research attention. Therefore, this study tests the effects of two salesperson source characteristics: willingness to listen and product/store knowledge, on consumer complaint‐related perceptions and intentions in a retail setting. Mall shoppers participated in a consumer complaint experiment to test the hypothesised effects. The results indicate that both characteristics affect customer complaint responses, as well as consumer perceptions of the salesperson and the retail store. The findings of the study demonstrate that salesperson characteristics are important influences on positive or negative consumer complaint responses. Copyright © 2001 Henry Stewart Publications.