Ideal versus actual number of sales calls: An application of disconfirmation theory
The current study focuses on the relationship that buyers have with their salespeople. Specifically, the study uses disconfirmation theory to evaluate whether a salesperson that meets or exceeds the buyer's ideal number of sales calls has higher levels of commitment, trust, and satisfaction from the buyer than a salesperson that does not meet expectations. The study also looks at the impact of meeting expectations on the buyer's evaluation of the salesperson's commitment and performance versus a salesperson that does not meet expectations. Findings suggest that when a salesperson contacts a buyer with a frequency and consistency that the buyer perceives as ideal, the buyer will have a higher level of satisfaction with and trust of the salesperson as well as a higher level of commitment to the buyer-seller relationship. Managers could take advantage of this by making an effort to align a salesperson's call frequency with what a buyer perceives as ideal.
Hamwi, G. Alexander, Brian N. Rutherford, Hiram C. Barksdale Jr, and Julie T. Johnson. "Ideal versus actual number of sales calls: An application of disconfirmation theory." Journal of Personal Selling & Sales Management 33, no. 3 (2013): 307-318.
Journal of Personal Selling and Sales Management