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In the 1990s many companies have acknowledged the critical importance of being customer-oriented. However, as retailers contemplate the higher costs and higher revenues of increased customer service levels, they need to understand the relative importance to consumers of various aspects of customer service, particularly those delivered by salespeople. This research investigates the impact of selected salesperson service attributes and levels on consumer patronage intentions in a consumer electronics store setting. The study uses conjoint analysis to measure consumer priorities. The results indicate that salesperson's respect for the customer, knowledge, and responsiveness are the most important attributes. Where three service levels are presented, there is a greater difference in impact between the lowest and middle levels than between the middle and highest levels. This suggests that retailers do not necessarily have to offer the best service levels to satisfy customers, but must avoid poor service levels.

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