An Analysis Through The Sales Person’s Atitudes And Behavıors Which Will Affect Customer Perception At The Selling Process: An Application In Akşehir

Yıl 2007, Cilt: 2 Sayı: 1, 225 - 256, 01.01.2007

Hasan Tağraf

Öz

Customer’s building trust is depend upon the customer satisfaction about the goods and services that purchased and also depend upon the satisfaction of customer relation during the purchasing duration. Salespersons are the appearing face of purchasing duration and it is directly effecet the customer’s developing positive impact about company. In this study how the behaviors and attitudes of salesperson is percieved by cusotmers and the effects of socio-demographic variables in perception will be tried to interpret. Forth this aim a questionnaire has been applied to the 750 customers and obtained some wrongly answers were screened and got 503 questionnaire used to analysed and the obtained datas analysed by cross-tab and chi-squared analyses. According to analysed results, during the purchasing duration, customer wants as well as honesty, truth words and also wants good well come when comes in the store by salesperson, good-humored, kindly bearing, polite and good behavior that customer confiding to salesperson. This kind of behavior and attitude effects to customer perceptions and also effects the purchasing duration in positive way. Acording to determined and avaible customers demad, in order to be succesfull during the purchasing duration while the salesperson with theirs behavior and attitudes effect the customer who don’t get any wrong idea about themseves and also take account of customer wants. At the other side providing good education to the sales person and effect their behavior and attitudes . So perception of customer will be positive about sales person and company.

Anahtar Kelimeler

Trust, Customer Perception, Sales Person, Customer Satisfaction.

Tüketicideki Güven Oluşumunda Müşteri Algısını Etkileyen satıcı Tutum ve Davranışlarına Yönelik Bir Analiz Akşehir’de Bir Uygulama

Öz

Müşteride güven oluşumu müşterinin satın aldığı mal ve hizmetten memnun olmasına ve satın alma sürecinde satıcı ile olan ilişkisinden duyduğu memnuniyete bağlıdır. Satıcılar satın alma sürecinin görünen yüzüdür ve müşterinin işletme hakkında olumlu fikir elde etmesinde doğrudan ilgilidir. Bu çalışmada satıcıların tutum ve davranışlarının tüketiciler tarafından nasıl algılandığının ve algılamadaki sosyo-demografik değişkenlerin etkisi belirlenmeye çalışılacaktır. Bu amaçla Akşehir İlçesinde 750 kişiye anket uygulanmış geri dönen anketlerden hatalı ve eksik olanlar ayıklanarak 503 anket değerlendirilmiş ve elde edilen verilen çapraz tablo ve ki-kare analizi ile değerlendirilmiştir.Yapılan değerlendirmeler sonucunda müşterilerin satın alma sürecinde satıcıdan dürüstlük, doğru sözlü olma gibi tutumlar beklerken aynı zamanda satıcının müşteriyi işyerine giriş esnasında iyi karşılaması, güler yüzlü olması, kibar davranması gibi tutum ve davranışların da müşteriler tarafından beklediği görülmektedir. Belirlenmiş ve mevcut müşteri taleplerine bağlı olarak, satış sürecinin sağlıklı bir şekilde gerçekleşmesi için, satıcılar sergiledikleri tutum ve davranışlarla müşterilerin olumsuz düşünceye sahip olmasını engellemelidir. Diğer taraftan satıcılara yeterli eğitim sağlanarak tutum ve davranışlarının müşteriler açısından olumlu algılanır hale gelmesi sağlanmalıdır

Anahtar Kelimeler

Güven, Müşteri Algısı, Satıcı, Müşteri Memnuniyeti

Kaynakça

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