Investigating the effect of professional dimensions of sale person behavior on consumer loyalty through the mediating role of Enjoyable Interaction and perceived risk(Case of Rahsazan Tabiat Safahan Cooperative Company

Sales and sales force management are among the most complicated issues in any business that determine a company's business success. Customer perception about sale persons in terms of expertise, trust, reputation, enjoyable interaction, and perceived risk can drive long-term relationships and increase a company's long-term profitability. However, to date, while much research has been done on company-customer relationship, very few studies have been taken on customer perception about sale persons. Therefore, the aim of this study is to investigate the effect of trust, expertise and salesperson reputation on salesperson-owned loyalty through the mediating roles of enjoyable interaction and perceived risk. The statistical population of the study is 200 customers of honey product of Rahsazan Tabiat Safahan Cooperative Company. In order to collect the required data, an electronic questionnaire was designed and distributed among the statistical sample using convenience sampling method. Content and construct validity of the questionnaire were verified. The reliability of this questionnaire was confirmed using Cronbach's alpha coefficient (0.95). The results of data analysis by using the structural equation model indicate that the trust, expertise and salesperson reputation have a positive and significant relationship with enjoyable interaction and loyalty to the salesperson. Trust has a negative and significant relationship with perceived risk and perceived risk has a negative and significant relationship with salesperson-owned loyalty. The salesperson reputation and expertise are not related to perceived risk.