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Sales force performs an essential role in generating revenue and income for the
companies. The current research study examines the impact of salespersons’ skills-set on
customers’ behaviors. It also aims at exploring the mediating role of salespersons’
relational behavior. Quantitative research methodology was implied in which data were
collected with the help of convenient sampling technique. Before using this questionnaire,
Reliability and Validity was established in the local context. Encouraging response rate
of 80% was received from pharmaceutical employees out of 600 questionnaires. The
responses received reveals significant positive impact of skills-set on customer behavior.
Mediation effect of salespersons’ relational behavior indicates salespersons focusing on
cooperative intentions, and mutual disclosure is considered to be a strong component of
building relational behaviors. On this basis, it is recommended that with relational
behaviors, salespersons can better identify customers’ needs and wants. Secondly,
salespersons will be in a better position to alter their selling techniques. Thus,
salespersons’ skills-set can be important in effective customer relationship management
and can substantially affect the customers’ behaviors.
Arslan Raf, Tahir Saeed. (2019) Salespersons’ Skills-Set in Marketing Exchanges: Implications for Pharmaceutical Companies, NUML International Journal of Business & Management, Volume 14, Issue 1.
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