Purpose

This paper aims to examine how modern, digital era customers in a business-to-consumer (B2C) setting prioritize salesperson-customer orientation attributes when evaluating their expectations regarding interactions with salespeople, as well as their impact on positive and negative word-of-mouth. In addition, the research further investigates which negative salesperson attributes have an impact on overall customer experience and satisfaction.

Design/methodology/approach

Role theory and expectancy-disconfirmation theory form the theoretical foundation for two mixed-method studies. Study 1 is an exploratory content analysis of online consumer reviews and social media word-of-mouth related to consumer experiences with salespeople. Study 2 is a three-round Delphi study investigating which salesperson orientation attributes are most important to the customer in B2C interactions.

Findings

The results uncover which salesperson customer orientation attributes are essential for modern consumers and how they differ as a function of context (retail, direct-selling and follow-up) and how they contribute to the generation of digital word-of-mouth.

Originality/value

This paper expands B2C sales interaction literature by exploring the need for differing sales attributes based on the differential function of the shopping environment.

中文翻译：

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影响消费者对销售互动看法的销售人员属性

目的

本文旨在研究现代数字时代的客户在企业对消费者 (B2C) 环境中如何在评估他们对与销售人员互动的期望以及他们对正面和负面口碑的影响时优先考虑销售员客户导向属性。嘴。此外，该研究还进一步调查了哪些负面销售人员属性会影响整体客户体验和满意度。

设计/方法/方法

角色理论和期望不确认理论构成了两种混合方法研究的理论基础。研究 1 是对与销售人员的消费者体验相关的在线消费者评论和社交媒体口碑的探索性内容分析。研究 2 是一项三轮 Delphi 研究，调查了在 B2C 交互中哪些销售人员导向属性对客户最重要。

发现

结果揭示了哪些销售人员以客户为导向的属性对现代消费者至关重要，以及它们如何因环境（零售、直销和跟进）而异，以及它们如何促进数字口碑的产生。

原创性/价值

本文通过探索基于购物环境的不同功能的不同销售属性的需求，扩展了 B2C 销售交互文献。