The Relationship between Sales Force Reputation and Customer Behavior with the Mediating Role of Experimental Value Added (Case Study: Customers of Chain Stores in a Province of Iran)

The aim of the present study is to investigate the relationship between sales force reputation and customer behavior with the mediating role of experimental value added among customers of chain stores in Khuzestan province. To answer the research question and test the hypotheses a questionnaire was distributed among the 390 members of the research sample who were selected through convenience non-probability sampling. To determine questionnaire’s validity the researcher used content validity and construct validity, and to determine the reliability of the questionnaire Cornbrash’s alpha coefficient was used. The results indicated that the questionnaire had good reliability and validity. After collecting the questionnaires, data was analyzed by using both SPSS software and Lisrel software and the results revealed that: sales force reputation has a significant impact on the perceived economic value of the sales force, service excellence value, service efficiency value, and enjoyable interaction value. The results indicates that the experimental value added of sales force significantly affect the customer behavior (loyalty towards the sales force and customer share of wallet).

کلیدواژه ها:

Sales Force Reputation ، Economic Value ، Service Excellence Value ، Service Efficiency Value ، Enjoyable Interaction Value