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The contribution of adaptive selling to positive word-of-mouth in Malaysian computer retail business

Wan Omar, Maznah and Jusoff, Kamaruzaman and Mohd Ali, Mohd Noor (2009) The contribution of adaptive selling to positive word-of-mouth in Malaysian computer retail business. WSEAS Transactions on Business and Economics, 6 (11). pp. 570-580. ISSN 1109-9526

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Abstract

The application of salesperson adaptive selling skills and sales presentation skills by a salesperson during their interaction with customers in the sales situation can have a significant effect on customer intention to promote through word-of-mouth in the Malaysian Computer retail business. The purpose of this paper is to examine the relations between salesperson adaptive selling skills, positive word-of-mouth and the relative roles played by cognitive satisfaction in the development of customer satisfaction which will lead to customer’s intention to promote through word-of-mouth in a computer retail setting in Malaysia. This will then lead to increased benefits for the organization in the form of customer loyalty. The cognitive evaluation of customer satisfaction was found to explain customer loyalty in a retail setting significantly. This finding holds importance to those retailers who have been able to generate high expectations in the eyes of their customers.

Item Type:Article
Keyword:Adaptive selling; Cognitive satisfaction; Customer loyalty
Subject:Electronic commerce - Malaysia
Subject:Consumer satisfaction
Subject:Customer loyalty
Faculty or Institute:Faculty of Forestry
ID Code:17041
Deposited By: Norhazura Hamzah
Deposited On:22 Jun 2012 03:53
Last Modified:12 Nov 2012 05:00

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