Author(s): Quang Van Ngo, Huyen Nguyen Thi Thu
The study examines factors in personal selling that affect customer satisfaction in the chemical industry. Specifically, research attempts to prove customer care, personal connections between sellers and buyers, product knowledge, and competence of salespeople are factors in personal selling that affect customer satisfaction by designing questionnaires and randomly sending them to customers who buy chemical products. The study obtained 277 answers encoded and cleaned using SPSS software, following a process of cleaning and coding conducting reliability testing, discovery factor analysis, correlation, and multi-variable regression analysis. The results showed that there are four determinant factors that influence customer satisfaction in personal selling with the case of chemical industry in Vietnam, namely, customer care, personal connection, product knowledge and employee competence. In which, employee competence contributes as the most important factor and these factors explain of 60.6% of customer satisfaction. This study also discussed about the theoretical and practical contribution of this research, as well as the limitation and future research direction.