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In the global business, to make a business a thriving one, customer trust and
to value the customer has become a significant factor. In an entreprise, the
lion’s share of the business is , Customer – Salesperson interaction. This creates
an enduring Customer Trust and Customer Value. For building up an
uplifting frame of mind in the customer towards the selling firm, salesperson’s
conduct plays a significant role. This study spots on, which type of salesperson
behaviour can create customer trust and customer value. For developing
a positive attitude in the customer towards the selling firm, Sales person’s
behaviour plays an important role. Research Investigating Antecedents and
outcomes of Customer Trust and Customer Value are limited. In this research,
Customer is the Allopathy doctors and Consumer is the Patients. Previously
existing researches on customer trust and customer value particularly in an
industry were close to personal selling do assume a fundamental job and had
less researches directed by taking Sales rep’s (Salesperson) behaviour as an
antecedent. This examination finds that selling orientation and unethical selling
is having a contrary association with trust towards the salesperson. It
additionally demonstrates that; Customer Orientation and Adaptive selling
conduct is having a critical constructive association with trust towards the
salesperson. This examination additionally finds that there is a noteworthy
connection between trust towards the salesperson and trust towards the selling
firm. This investigation additionally finds that, Customer Value is having
a huge connection between Trust towards the Salesperson and Trust towards
the Selling Firm.


Selling Orientation Customer Orientation Adaptive Selling Unethical selling Customer Trust Customer Value

Article Details

How to Cite
Arun G, Manojkrishnan C G, & Madhu R. (2020). Salesperson’s Behaviour and its relationship with Customer Trust and Customer Value with reference to Pharmaceutical Selling . International Journal of Research in Pharmaceutical Sciences, 11(2), 2167-2176.