Research
Ideal versus Actual Number of Sales Calls: An Application of Disconfirmation Theory 
16 September 2013
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The current study focuses on the relationship that buyers have with their salespeople. Specifically, the study uses disconfirmation theory to evaluate whether a salesperson that meets or exceeds the buyer’s ideal number of sales calls has higher levels of commitment, trust, and satisfaction from the buyer than a salesperson that...Read more
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