Authors: Barbara Caemmerer
ABSTRACT
In current turbulent times, organisations have to adapt to rapidly changing market conditions
in order to attract and retain clients. According to our quantitative study in which we
compared clients’ expectations and perceptions, the key to a successful adaptation in complex
sales contexts lies in increasing salespeople’s levels of expertise, as it has a direct impact on
perceived value and loyalty intentions. Moreover, expectations about a salesperson’s empathy
seem to be the deciding factor for clients engage with the firm initially, whereas perceptions
of a salesperson’s knowledge contribute to loyalty.
Keywords: sales personnel, expectations, perceptions, client, expertise, knowledge, loyalty
Journal: ( – )
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Conference: Glasgow, Scotland (2011)