This study examined correlations of scores for salespersons' and customers' orientation, as indicated by a modified Salesperson Orientation–Customer Orientation scale, with self-reported consumers' susceptibility to salespersons' information, recommendations, and relational influence. Vehicle purchasers provided 508 useable survey responses. Correlations for customers' perceptions of both salespersons' orientation (–.39 and –.21) and customers' orientation (.39 and .24) were related to self-reports of susceptibility to salespersons' information and relational influence.
Get full access to this article
View all access options for this article.
References
1.
BrownS. P. (1990) Use of closed influence tactics by salespeople: incidence and buyer attributions. Journal of Personal Selling and Sales Management, 10, 17–29.
2.
GoffB. G.BellengerD. N.StojackC. (1994) Cues to consumer susceptibility to salesperson influence: implications for adaptive retail selling. Journal of Personal Selling and Sales Management, 14, 25–39.
3.
GoffB. G.BolesJ. S.BellengerD. N.StojackC. (1997) The influence of salesperson selling behaviors on customer satisfaction with products. Journal of Retailing, 73, 161–169.
4.
GoffB. G.WaltersD. L. (1995) Susceptibility to salespersons' influence and shopping orientations. Psychological Reports, 76, 915–928.
5.
MichaelsR. E.DayR. L. (1985) Measuring customer orientation of salespeople: replication with industrial buyers. Journal of Marketing Research, 22, 443–446.
6.
RhoadsG. K.LacaceR. R. (1989) Age and gender factors affecting the negotiation behaviors of industrial buyers. In American Marketing Association Winter Educators' Conference Proceedings. Pp. 105–109.
7.
StruttonD.PeltonL. E.LumpkinJ. R. (1995) Sex differences in ingratiatory behavior: an investigation of influences tactics in the salesperson-customer dyad. Journal of Business Research, 34, 35–45.
