Customers’ evaluation of Saudi female as Sellers

HANAN, SAIDI and YOSRA, MISSAOUI (2014) Customers’ evaluation of Saudi female as Sellers. In: Second International Conference on Advances in Economics, Management and Social Study - EMS 2014, 20 - 21 December, 2014, Kuala Lumpur, Malaysia.

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Salespeople in many countries especially the developing ones are just telling about their companies' products because they are unaware of the real role of sellers. In Saudi Arabia, labor market is totally for men with minor segments for women especially in education and health sectors. Recently Saudi government has taken a number of promising legislative steps to promoting women’s employment and to increasing the presence of women in many domains that she couldn’t enter to it before. Now, Saudi women are taking salesmen positions in many stores especially those specialized in women’ goods and services. This new experience for Saudi women has not been evaluated from consumer point view. So, the aim in this paper is to explore the problems that Saudi female customers are facing with these new sellers. After discussing the salespeople’ characteristics in the light of the previous academic researches and the depth interviews with seven focus group of Saudi women customers, this study finds that the male sellers in Saudi Arabia are more professional than the female Saudi Sellers and that the Saudi female customers prefer to deal with a female sellers for just psychological and cultural reasons, especially when they bay makeup and women’ clothes. Therefore it is recommended to companies to distinguish more their female sellers, to employ young women and to develop the professionalism of the female sellers by intensive trainings which will enable the female seller to understand and valorize their job, to respect their work place, to give the right in formations about products and alternatives, to communicate correctly and modestly with the local and the foreign customers, to intervene in the right time as well as to deal with many customers

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Salespeople, Specific characteristics, Saudi female sellers, customer’s evaluation, professionalism, trainings.
Depositing User: Mr. John Steve
Date Deposited: 17 Apr 2019 06:34
Last Modified: 17 Apr 2019 06:34

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