FACTORS INFLUENCE ON CUSTOMER SATISFACTION IN PERSONAL SELLING: CASE OF CHEMISTRY INDUSTRY IN VIETNAM

Abstract

The main aim of this study is to propose a model and test the influence of
personal selling components on customer satisfaction. Specifically, through a
literature review, research indicated that customer care, personal connection
between sellers and buyers, product knowledge, and salesperson’s competence
contributes as the components personal selling that influences on the customer
satisfaction in chemistry industry in Vietnam. To test the proposed hypotheses,
the author collected data using a questionnaire survey with respondents who
buy products in the chemical industry. The results obtained 277 valid
questionnaires. This research using SPSS software to analyse the collected data
with reliability test, exploratory factor analysis, correlation and multivariate
regression analysis. Research showed that all of four factors have positive
influences on customer satisfaction, in which, the sales staff competence has the
biggest impact on customer satisfaction.