Title
Customer evaluation of retail salespeople utilizing the SOCO scale: A replication, extension, and application
Abstract
Measuring retail salesperson performance is a critical, though relatively neglected research issue. We suggest that the SOCO scale may be an appropriate tool for measuring salesperson performance from the buyer's perspective. Therefore, a replication of the SOCO scale was undertaken by having consumers evaluate retail salespeople. The SOCO scale items were slightly modified to fit the consumer sample and retail focus of the study. In addition, the number of points on the SOCO response scale was also reduced and the verbal anchors modified to better suit the needs of telephone surveys. Despite these changes, the properties of the scale were found to be strikingly similar to those reported in prior studies. It was recommended that retailers adopt the SOCO scale to measure salesperson performance. © 1991 Academy of Marketing Science.
Department(s)
Marketing
Document Type
Article
DOI
https://doi.org/10.1007/BF02726510
Publication Date
9-1-1991
Recommended Citation
Brown, Gene, Robert E. Widing, and Ronald L. Coulter. "Customer evaluation of retail salespeople utilizing the SOCO scale: A replication, extension, and application." Journal of the academy of marketing science 19, no. 4 (1991): 347-351.
Journal Title
Journal of the Academy of Marketing Science
