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Determinants of consumers’ satisfaction and acceptance of direct selling
Proceedings of the Academy of Marketing Annual Conference 2005 - Marketing: Building Business, Shaping Society
Year (definitive publication)
2005
Language
English
Country
United Kingdom
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Abstract
This paper studies the factors that influence the consumers’ satisfaction and acceptance of
direct selling. Direct selling has been exhibiting in the last decade substantial growth in
sales revenues and number of salespeople involved. Also the acceptance on the part of the
consumers has been increasing; in spite of they show more and more demanding and
informed. The literature reveals that the relationship between customer satisfaction and
direct selling has not been sufficiently studied, yet. This paper, applying a quantitative
approach attempts to provide some data on this relation. Results indicate that the
consumer former experience is the major factor that leads to direct selling acceptance and
satisfaction.
Acknowledgements
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Keywords
Direct selling,Customer satisfaction,Consumer behaviour,Distribution channels
