CUSTOMERS TRUST PROPENSITY: MEDIATING EFFECT OF SALESPERSONS CHARACTERISTICS

Abstract

With the ongoing changes in the way buyer and seller communicate, organizations are concentrating on continuously improving their sales strategies. This study revolves around the basic concept of trust between buyer and seller. Much research is available on how the buyer-seller interaction can be improved but less research is available on how the past experiences of buyers or propensity to trust salespeople effect such relationship. Thus, this research mostly concentrates on these variables. The data for this research was collected in the form of questionnaires from both customers and salespeople. The data was tested through a Multi-Level Model in SPSS. The results from this research specify that the past experiences of customers and their propensity to trust salespeople has an extensive impact on the formation of trust between the buyer and seller. Furthermore, this study concludes that certain salespersons characteristics impact the relationship between the buyer and seller.