Customer evaluation of retail salespeople utilizing the SOCO scale: A replication, extension, and application

Gene Brown*, Robert E. Widing, Ronald L. Coulter

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

71 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)347-351
Number of pages5
JournalJournal of the Academy of Marketing Science
Volume19
Issue number4
DOIs
Publication statusPublished - Sep 1991

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