The Causal Factors of Sale Agent’s Service Satisfaction in the Perspective of Salesperson that Affect Sales Support in the Retail IT Product Industry in Thailand
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Abstract
This research aims to study the causal factors of service satisfaction from sales representatives' perspectives that affect brand advocacy in Thailand's retail IT business. The study collected data from 400 sales representatives in the retail IT business in Thailand through purposive sampling and online questionnaires. The results revealed that the factors significantly affecting service satisfaction include company image, trust in sales representatives, and customer experience. These three factors also directly and indirectly influence brand advocacy among sales representatives. Moreover, job satisfaction plays a crucial role in linking these factors with brand advocacy. Sales representatives with higher job satisfaction are more likely to support the brand. These findings can be applied in strategic planning and policy development in human resource management and marketing in Thailand's retail IT business. Strengthening Brand Advocacy. Operators can leverage satisfied sales representatives to promote the brand. Policies should encourage repeat purchases, word-of-mouth referrals, and participation in marketing activities. This is particularly relevant in the current era, where advocates often act as reviewers or influencers, affecting purchasing decisions. Encouraging advocacy through customer. Improving Company Image A positive company image directly influences customer satisfaction, sales growth, profitability, and customer loyalty. Operators should focus on enhancing aspects such as trustworthiness, innovation, and friendliness. Policies should aim to foster credibility, modernity, creativity, and academic excellence while building positive relationships with customers through attentiveness and friendliness. Enhancing Customer Experience. Positive customer experiences significantly impact satisfaction and loyalty. Operators should create strategies that ensure seamless experiences throughout the Customer Journey, from product discovery to post-purchase interactions. This includes providing relevant product information, facilitating easy transactions, and resolving customer issues promptly.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ปรากฏในวารสารนี้ เป็นความรับผิดชอบของผู้เขียน ซึ่งสมาคมนักวิจัยไม่จำเป็นต้องเห็นด้วยเสมอไป การนำเสนอผลงานวิจัยและบทความในวารสารนี้ไปเผยแพร่สามารถกระทำได้ โดยระบุแหล่งอ้างอิงจาก "วารสารสมาคมนักวิจัย"
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