| Summary: | 碩士 === 朝陽科技大學 === 企業管理系 === 103 === This study aims to investigate the role of various influence strategies of salespersons and personal characteristics of customers on the sales performance in the context of transaction of real estate.We propose a research model based McFarland et al.’s (2006) six influence strategies including information exchange, recommendation, threat, promise, ingratiation and inspirational appeal,we test this model with data from 205 bidirectionally matched buy-seller dyads from a real estate agency company in middle of Taiwan.
The result reveals that information exchange, promise and inspirational appeal are more effective than the others on influencing purchase decisions, and information exchange and promise are positively related to customer satisfaction. We also found that the higher interaction orientation and self orientation of a customer, the greater is the influence of salespersons on purchase decisions. The higher interaction orientation of a customer, the greater is the customer satisfaction. This study adds to the existing guidelines for real estate salespersons to implement influence strategies and provides novel insights into the impact of personal characteristic of a customer on sales performance in the context of real estate agency industry.
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