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Influence of salesperson characteristics and customer emotion on retail dyadic relationships

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Retail salespeople often serve as a critical nexus between retailers and their customers. Salespeople can provide information and service that assist customers during the purchase process. Through buye-seller interaction, salespeople conceivably will influence how customers feel when shopping; in essence, salespersons are likely to have an impact on customers' emotions. Prior research has found that customer emotions have beneficial effects for both the store and the salesperson. Although previous work has considered the effect store environment has on customer emotions, no extant research has examined how customer emotions emerge after interacting with salespeople or what the outcomes of those emotions are. Consequently, this paper examines potential precursors of customers' emotions that arise during interaction with retail sales personnel, as well as consequences of those emotions. A conceptual framework is developed, propositions are posited, and retail management and research implications are presented.
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Keywords: Customer emotions; dyadic relationships; purchase intention; relationship satisfaction; retail salespeople conceptual development

Document Type: Research Article

Affiliations: 1: Consumer Sciences and Retailing Department, Purdue University, USA, Email: [email protected] 2: School of Consumer and Family Sciences and Krannert Graduate School of Management, Purdue University, Matthews Hall, West Lafayette, IN 47907, USA;, Email: [email protected]

Publication date: 2003-01-01

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