The Effect of Salesforce Behavior on Customer Satisfaction: An Interactive Framework

Salesforce behavior can have a significant effect on customer satisfaction. This paper presents a conceptual framework examining the impact of the salesforce policy on customer satisfaction. Within the context of the framework, it is suggested that salespeople and sales managers can increase customer satisfaction through adaptive selling behavior and by developing customer feed-back systems respectively. Testable propositions are suggested for future research, and potential managerial implications of the research are discussed. The paper emphasizes that the determination and improvement of customer satisfaction should be essential goals of salesforce management.