Success Factors of Suggestive Selling in Retail

Abstract

Goal of the research: To identify factors of suggestive selling in different retail industries which influence customer intention to buy an additional item and customer satisfaction. Main tasks of the research:  Find gaps in theoretical literature about suggestive selling;  Understand what factors (industry-related, transaction-related and customer-related) influence customer reaction to suggestive selling: his intention to buy additional product and his satisfaction with a suggestive selling attempt;  Develop a model of the factors which influence suggestive selling proposal success;  Empirically test the model by developing a questionnaire for consumers, collecting responses and analysing the data;  Make a conclusion about the factors which influence customer perception of suggestive selling;  Prepare recommendation for the future research in the field. Results:  Literature on suggestive selling, cross-selling, upselling, customer orientation and sales orientation was analysed;  Explorative qualitative survey was conducted;  Empirical model and the survey for quantitative analysis were developed;  Quantitative analysis of data was made;  Main results, theoretical and empirical implications were discussed.