Author： Marii Mirela
Publisher： Access Press UK in association with GSE Research
ISSN： 2045-810X
Source： International Journal of Sales, Retailing and Marketing, Vol.1, Iss.1, 2012-01, pp. : 14-22
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Abstract
The retail trade in Croatia is one of the most developed, most competitive and dynamic economic sectors in the country. The main characteristics of the FMGC retail market in Croatia are concentration, internationalisation and consolidation. In that slow growth market with intense competition customer satisfaction and customer loyalty are increasingly becoming important factors. Retailers try to respond more efficiently and more effectively to the needs of customers and reach higher level of customer satisfaction and loyalty by managing relationship with customers and offering them superior range and quality of service. Some previous researches showed that the level and quality of personal service have a significant impact on customer satisfaction and loyalty. The goal of this paper is to explore which are the most important characteristics of salespersons for customers in FMCG retail chains in Croatia. The results showed that the most important characteristics of salespersons are appearance and cleanliness of salespersons, communicative skills and culture of communicating. The results have also showed that customers are the most satisfied with those characteristics of salespersons. From the overall results of the research the best practices for salespersons can be identified what will enable managers and other decision makers to further improve personal service to their customers and gain competitive advantage.
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