Abstract
Customer satisfaction is an increasingly important issue for businesses, and managers need a greater understanding of the role of salespeople in creating satisfaction. This study examines the impact of salesperson created expectations on satisfaction with a product. Specifically, it discusses the competing recommendations of raising versus lowering expectations, and empirically assesses the impact of expectations on satisfaction. Result indicate that expectations have a dual role, in that they are positively related to satisfaction through perceptions of performance, and negatively related to satisfaction through disconfirmation. Implications for sales management are discussed.
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© 2015 Academy of Marketing Science
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Spreng, R.A. (2015). 13.3 Selling and Sales Management Issues : Strategic Issues in Sales Management. In: Grant, K., Walker, I. (eds) Proceedings of the 1995 World Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17311-5_19
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DOI: https://doi.org/10.1007/978-3-319-17311-5_19
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17310-8
Online ISBN: 978-3-319-17311-5
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