A Conceptual Framework of A Customer’s Perception of Retail Salesperson Opportunism

Abstract

A customer's perception of salesperson opportunism reflects the extent to which a customer believes that a salesperson is intentionally self-interest seeking with little regard for the consequences to the customer. While the marketing literature is rich with research examining salesperson opportunism from the managerial perspective, the consumer's perspective is underdeveloped. The customer's perception is important, such that it has implications for purchasing intentions, as well as satisfaction with the salesperson and retailer. In this research, a conceptual framework of a customer's perception of salesperson opportunism is developed. Further, propositions are set forth which provide scope, and allow for future empirical testing, of this domain. The implications of the framework and fruitful areas of potential research are discussed.