Impact Of Salespersons’ Skills-Set On Customer Behavior: Mediating Role Of Salespersons’ Relational Behavior In Pharmaceutical Industry

Sales force perform essential role in generating revenue and income for the companies. The principal responsibilities of salespersons are the selling of product or services in order to generate profits for the company. The current research examines the impact of salespersons’ skills-set on customers’ behaviors in terms of repeat purchase and word-of-mouth. Vis-a-vis, explore the mediating role of salespersons’ relational behavior. The study based on customer behavior Cognitive theory of Zeithaml and Crosby theory of Relational Behavior. The sample is consisted of top 10 companies were selected based on market share, highly talent sales force, and reward system. Total of 617 questionnaires were distributed on the basis of simple random sampling technique among salespersons of these selected companies in which 450 questionnaires were selected for further examination. For the study data were collected based on certified questionnaire adapted from the studies of Zeithaml, Saxe, Weitz, Spiro and Guo. The results revealed significant positive impact of skills-set on customer behaviors (repeat purchase, word-of-mouth). Similarly, the moderation and mediation effects were found to be positively significant. Partial mediation was found among adaptive selling, repeat purchase and word-of-mouth. These findings have implications for improving interactions in buyer-seller relationships and salespersons selection and training.