570-580

• Maznah War, Omar
• Kamaruzaman, Jusoff
• Mohd Noor, Mohd Ali

The application of salesperson adaptive selling skills and sales presentation skills by a salespersonduring their interaction with customers in the sales situation can have a significant effect on customer intentionto promote through word-of-mouth in the Malaysian Computer retail business. The purpose of this paper is toexamine the relations between salesperson adaptive selling skills, positive word-of-mouth and the relative rolesplayed by cognitive satisfaction in the development of customer satisfaction which will lead to customer’sintention to promote through word-of-mouth in a computer retail setting in Malaysia. This will then lead toincreased benefits for the organization in the form of customer loyalty. The cognitive evaluation of customersatisfaction was found to explain customer loyalty in a retail setting significantly. This finding holds importanceto those retailers who have been able to generate high expectations in the eyes of their customers.

• Economics and Business

• Διοίκηση επιχειρήσεων
• Οικονομία
• Business management

adaptive selling, cognitive satisfaction, word-of-mouth, customer loyalty, malaysian computer retail business

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