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Crafting a successful seller-customerrelationship for sports product: AHP fuzzy approach

Purpose: The purpose of this paper is to investigate the criteria of successful salespersons, which is important to enhance in store customer experience. Method: Employed two phase sequential exploratory design, qualitative and quantitative data were collected using purposive sampling technique. For...

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Main Authors: Boroujerdi, Saeed Sadeghi, Md. Husin, Maizaitulaidawati, Mansouri, Hossein
Format: Article
Published: Allameh Tabatabai'i University 2020
Subjects:
HB Economic Theory
Online Access:http://eprints.utm.my/id/eprint/87035/
http://dx.doi.org/10.22054/nass.2020.50968.1051
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spelling my.utm.870352020-10-31T12:16:45Z http://eprints.utm.my/id/eprint/87035/ Crafting a successful seller-customerrelationship for sports product: AHP fuzzy approach Boroujerdi, Saeed Sadeghi Md. Husin, Maizaitulaidawati Mansouri, Hossein HB Economic Theory Purpose: The purpose of this paper is to investigate the criteria of successful salespersons, which is important to enhance in store customer experience. Method: Employed two phase sequential exploratory design, qualitative and quantitative data were collected using purposive sampling technique. For qualitative analysis, 11 sales experts with at least 4 years working experience were interviewed and the data were analyse using thematic analysis. For quantitative analysis, 20 physical education and sports science students were chosen as respondents. Criteria and sub-criteria is weighted quantitatively using Fuzzy AHP and analysed using MATLAB software. Results: From the qualitative analysis, 4 criteria’s (customer orientation, information knowledge, ethical behaviour, and personal characteristics) and 11 sub-criteria were identified. From the quantitative analysis, ranked were provided whereby customer-orientation with a weight of 0.2647 were in the first rank, information knowledge is at the second rank with 0.2556 weight, ethical behavior is at the third rank with 0.2450 weight, and personal characteristics is at the last rank with 0.2347 weight. Conclusions: The findings of this paper are important for sports retail industry, to revamp their sales and marketing strategies. With enhanced understanding regarding consumer needs, sports retailer can sell their products in a more effective manner to increase their market share. Allameh Tabatabai'i University 2020 Article PeerReviewed Boroujerdi, Saeed Sadeghi and Md. Husin, Maizaitulaidawati and Mansouri, Hossein (2020) Crafting a successful seller-customerrelationship for sports product: AHP fuzzy approach. New Approaches in Sport Sciences, 2 (1). pp. 53-78. ISSN 2588-6614 http://dx.doi.org/10.22054/nass.2020.50968.1051
institution Universiti Teknologi Malaysia
building UTM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Malaysia
content_source UTM Institutional Repository
url_provider http://eprints.utm.my/
topic HB Economic Theory
spellingShingle HB Economic Theory
Boroujerdi, Saeed Sadeghi
Md. Husin, Maizaitulaidawati
Mansouri, Hossein
Crafting a successful seller-customerrelationship for sports product: AHP fuzzy approach
description Purpose: The purpose of this paper is to investigate the criteria of successful salespersons, which is important to enhance in store customer experience. Method: Employed two phase sequential exploratory design, qualitative and quantitative data were collected using purposive sampling technique. For qualitative analysis, 11 sales experts with at least 4 years working experience were interviewed and the data were analyse using thematic analysis. For quantitative analysis, 20 physical education and sports science students were chosen as respondents. Criteria and sub-criteria is weighted quantitatively using Fuzzy AHP and analysed using MATLAB software. Results: From the qualitative analysis, 4 criteria’s (customer orientation, information knowledge, ethical behaviour, and personal characteristics) and 11 sub-criteria were identified. From the quantitative analysis, ranked were provided whereby customer-orientation with a weight of 0.2647 were in the first rank, information knowledge is at the second rank with 0.2556 weight, ethical behavior is at the third rank with 0.2450 weight, and personal characteristics is at the last rank with 0.2347 weight. Conclusions: The findings of this paper are important for sports retail industry, to revamp their sales and marketing strategies. With enhanced understanding regarding consumer needs, sports retailer can sell their products in a more effective manner to increase their market share.
format Article
author Boroujerdi, Saeed Sadeghi
Md. Husin, Maizaitulaidawati
Mansouri, Hossein
author_facet Boroujerdi, Saeed Sadeghi
Md. Husin, Maizaitulaidawati
Mansouri, Hossein
author_sort Boroujerdi, Saeed Sadeghi
title Crafting a successful seller-customerrelationship for sports product: AHP fuzzy approach
title_short Crafting a successful seller-customerrelationship for sports product: AHP fuzzy approach
title_full Crafting a successful seller-customerrelationship for sports product: AHP fuzzy approach
title_fullStr Crafting a successful seller-customerrelationship for sports product: AHP fuzzy approach
title_full_unstemmed Crafting a successful seller-customerrelationship for sports product: AHP fuzzy approach
title_sort crafting a successful seller-customerrelationship for sports product: ahp fuzzy approach
publisher Allameh Tabatabai'i University
publishDate 2020
url http://eprints.utm.my/id/eprint/87035/
http://dx.doi.org/10.22054/nass.2020.50968.1051
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score 13.211869

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