The Effect of Trust-based Relationship between Salesperson and Customer on Intention to Purchase

  • Thida Lapwong Princess of Naradhiwas University
Keywords: trust in salesperson, salesperson and customer relationship, intention to purchase.


This article aimed to provide better understanding of how consumers’ perceived trust in salesperson is a key to earn customers’ good intention toward purchasing products from the stores. Despite the desire of customer on a particular product, the positive perception of trust towards the salesperson is able to influence customer to patronage recommended goods by the salesperson in this study. The degrees of trust in salesperson was discussed in this article to illustrate varies of each degree can generate customers’ perceived trust on customers. The article then further clarified that relationship between salesperson and customer is fostered base on the foundation of trust and willingness to rely on another party. Besides, consumers’ perceived trust in salesperson help to eliminate the perception of being exploited. 


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How to Cite
Lapwong, T. (2018). The Effect of Trust-based Relationship between Salesperson and Customer on Intention to Purchase. Princess of Naradhiwas University Journal of Humanities and Social Sciences, 5(2), 217-225. Retrieved from