| Autor: |
Evangelista, Andrei Joshua, Fajardo, Michael Dominic, Vallesteros, Kayla Marie, Etrata Jr., Antonio E. |
| Předmět: |
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| Zdroj: |
Journal of Marketing Advances & Practices; 2022, Vol. 4 Issue 1, p21-31, 11p |
| Abstrakt: |
There are several aspects in a transaction setting affecting the thought and decision-making process of a consumer. One factor that is essential to consider are the sales associates. However, insufficient research has been done to fully explain the role that sales associates play in terms of consumer purchase intentions. Previous studies focused more on external factors, including advertisements and new platforms. This research primarily aims to identify how sales associates' communication skills, physical appearance, and attitude impact consumer purchase intention. Descriptive-correlational research design was used to analyze the data gathered from 200 respondents. Specifically, ANOVA and regression were utilized to analyze the data and test the relationship of variables. The study revealed that sales associates have insignificant impact on consumer's purchase intentions. Furthermore, the findings implied that consumers purchase intention are not dependent on the sales associates' good communication skills, attractive appearance, and good attitude. The results will be useful to business owners, managers, and HR practitioners to investigate other facets of Sales Associates persona that can influence consumer journey. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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