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Salesmanship Qualities of Retailers: Customer Perception in the Context of Thimphu, Bhutan

Author

Listed:
  • Sharma, Dhanapati
  • Yeshey, Tenzin
  • Lham, Ugyen,
  • Dorji, Tshering
  • Chophel, Tshering
  • Chezom, Ugyen
  • Yuden, Tshewang

Abstract

This study aimed to assess the salesmanship qualities of retail enterprises based on the customer's perception. In this survey-based perceptual study, 383 customers participated giving their views on the salesmanship qualities of the retail enterprises in Thimphu. Four qualities of salesmanship were evaluated: sales personality, knowledge of the goods, knowledge of the customers and their buying motives and services. The results indicated that 47.14% of the customers felt that the salespersons of the retail enterprises in Thimphu lack the most competent salesmanship qualities. There is a need for developing training centres and offering tailor-made courses to the salespersons focusing on their ethical practices and qualities that a competent salesperson is expected to possess.

Suggested Citation

  • Sharma, Dhanapati & Yeshey, Tenzin & Lham, Ugyen, & Dorji, Tshering & Chophel, Tshering & Chezom, Ugyen & Yuden, Tshewang, 2021. "Salesmanship Qualities of Retailers: Customer Perception in the Context of Thimphu, Bhutan," Bhutan Journal of Business and Management, Gedu College of Business Studies, Royal University of Bhutan.
    • Handle: RePEc:eoq:bjbmjr:art24
    DOI: 10.17102/bjbm.v4.6
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    File URL: https://bjbm.gcbs.edu.bt/index.php/bjbm/article/view/24
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    References listed on IDEAS

    as
    1. Mohd Sah Basir & Syed Zamberi Ahmad & Philip J. Kitchen, 2010. "The Relationship Between Sales Skills And Salesperson Performance: An Empirical Study In The Malaysia Telecommunications Company," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 3(1), pages 51-73.
    2. Ahmed Tolba & Iman Seoudi & Hakim Meshriki & Mina AbdelShahid, 2015. "Impact Of Ethical Sales Behavior, Quality And Image On Customer Satisfaction And Loyalty: Evidence From Retail Banking In Egypt," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 8(2), pages 1-18.
    3. Najah Hassan Salamah, 2017. "An Empirical Study about Customer Preferences of Retail Sellers’ Qualifications," International Business Research, Canadian Center of Science and Education, vol. 10(3), pages 193-202, March.
    Full references (including those not matched with items on IDEAS)

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