The effect of the 5-factor model of personality on the reputation of the sales force and its consequences on the company's share of the customer's wallet and the desire to purchase frequently with the mediation of added experiential value and the moderation of the interaction between sales force and customer

Document Type : Original Article

Authors

semenan

Abstract

Reputation is defined as people’s general perception about a company's outstanding characteristics. In sale position, salesperson reputation is important for customers. Professional salespeople with their good performance create a positive mental image in the customers mind towards the company. This mental image attracts customers to the company and makes customers be presenter of the company in front of others which ultimately leads to an increase in the company's profits. Purpose of this study considers effect of perceived personality on reputation of sales force and it’s consequences on company's share of customer's wallet and desire to purchase frequency. According to this, present study in terms of objective and methodology is practical and descriptive correlational respectively .Using simple random sampling method, 80 people who are connected with the sales force of the companies located in Semnan science and technology park were selected as samples. For data analysis partial least squares method was used. Results of study showed that stable perceived personality and flexible perceived personality have positive meaningful impact on salesperson reputation. Due to enhancing Loyalty through ealesperson reputation we should emphasize on added experiential value. Also customer's loyalty has positive meaningful impact on both share of customert’s wallet and desire to times of shopping. Moderate of congruence between salesperson customer and customer affects relationship between loyalty and desire to times of shopping. Moderate of congruence between salesperson customer and customer doesn’t have any effects on relationship between loyalty and company's share

Keywords

References

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Commercial Strategies
Volume 18, Issue 18
June 2022
Pages 145-165

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