An Applied Analysis of Buyer Equity Perceptions and Satisfaction with Automobile Salespeople

General measures of buyer equity perceptions and disconfirmation have been shown to influence satisfaction with and intention towards the salesperson. In this article, specific and thus controllable salesperson and customer equity-related behaviors are shown to be related to satisfaction and intention. In addition, while the general public image of salespeople is thought to be poor, the present study found that buyers rated their salesperson favorably. The results have important implications concerning the public's image of salespeople.