Factors affecting purchase intention through the mediating role of consumer trust: A conceptual framework for effective sales management

Leong, Mei Kei * and Loh, E. G. Y. * (2021) Factors affecting purchase intention through the mediating role of consumer trust: A conceptual framework for effective sales management. In: TRMC 2021: Proceedings of the 3rd International Tourism and Retail Service Management Conference, Malaysia, 12-13 October 2021. School of Hospitality & Service Management, Sunway University, Sunway, Malaysia, pp. 37-41. ISBN 978 967 5492 64 8

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Abstract

Sales management emphasises the reliance on individual salespersons to “push” a firm’s products to attain contractual agreements with a clientele. Personal selling focuses on strengthening customer relationships through trust-building and serving their long-term interest. A trusting selling environment can be nurtured through sales drivers such as salespersons skills or eWOM, and salespersons' big 5 personality traits, which then could lead to increased purchase intention. This study proposes a conceptual framework that can contribute to sales management, particularly for industry practitioners to possibly embrace changes in human resource management and include technology-mediated programmes to enhance sales activity.

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