An exploratory investigation into the hierarchical linkages between salespersons' sales call activities and customers' psychosocial benefits and terminal values

Purpose – This study aims to extend the current understanding in consumer behavior about plausible theoretical linkages between salespersons' activities, and the psychosocial benefits derived, and terminal values achieved by customers. Design/methodology/approach – The study carries out in‐depth interviews with 49 customers, and apply means‐end chain (MEC) theory to unravel hierarchical linkages between sales call activities and customers' attainment of functional and psychosocial benefits, and terminal values. Findings – The results suggest that a few significant sales call activities are hierarchically associated with customers' perceived benefits and terminal values. Research limitations/implications – The study has a limitation in terms of generalizability of the results, since only a few sales call activities have been studied. Moreover, the methodology followed is exploratory, rather than confirmatory. Practical implications – The managerial implications include designing salespersons' sales call activities (or the sales call plan) more effectively to achieve customers' desired psychosocial benefits, and terminal values. Originality/value – Although salespersons play an important role in understanding and meeting customers' needs, knowledge of any hierarchical theoretical linkages between sales call activities and customers' perceived benefits and terminal values is largely absent from the current literature. This study uses the MEC theory for the first time to address this research gap.