Journal of the Academy of Marketing Science

, Volume 19, Issue 4, pp 347–351

Customer evaluation of retail salespeople utilizing the SOCO scale: A replication, extension, and application

  • Gene Brown
  • Robert E. Widing
  • Ronald L. Coulter

DOI: 10.1007/BF02726510

Cite this article as:
Brown, G., Widing, R.E. & Coulter, R.L. JAMS (1991) 19: 347. doi:10.1007/BF02726510


Measuring retail salesperson performance is a critical, though relatively neglected research issue. We suggest that the SOCO scale may be an appropriate tool for measuring salesperson performance from the buyer’s perspective. Therefore, a replication of the SOCO scale was undertaken by having consumers evaluate retail salespeople. The SOCO scale items were slightly modified to fit the consumer sample and retail focus of the study. In addition, the number of points on the SOCO response scale was also reduced and the verbal anchors modified to better suit the needs of telephone surveys. Despite these changes, the properties of the scale were found to be strikingly similar to those reported in prior studies. It was recommended that retailers adopt the SOCO scale to measure salesperson performance.

Copyright information

© Academy of Marketing Science 1991

Authors and Affiliations

  • Gene Brown
    • 1
  • Robert E. Widing
    • 2
  • Ronald L. Coulter
    • 3
  1. 1.Louisiana Tech UniversityUSA
  2. 2.Case Western Reserve UniversityClevelandUSA
  3. 3.Southwest Missouri State UniversitySpingfieldUSA