Including the Salesperson Effect in Purchasing Behavior Models Using Proc Glimmix

SAS Global Forum 2012

Statistics and Data Analysis

Paper 350-2012

Including the Salesperson Effect in Purchasing Behavior Models Using PROC GLIMMIX
Philippe Baecke Faculty of Economics and Business Administration, Department of Marketing, Ghent University, Belgium Dirk Van den Poel Faculty of Economics and Business Administration, Department of Marketing, Ghent University, Belgium ABSTRACT
Nowadays, an increasing number of information technology tools are implemented in order to support decision making about marketing strategies and improve customer relationship management (CRM). Consequently, an improvement in CRM can be obtained by enhancing the databases on which these information technology tools are based. This study shows that a salesperson’s personal attitudinal and behavioral characteristics can have an important impact on his sales performance. This salesperson effect can be easily included by means of a generalized linear mixed model using PROC GLIMMIX. This can significantly improve the predictive performance of a purchasing behavior model of a home vending company.

INTRODUCTION
In an increasingly competitive business environment, a successful company must provide customized services in 1 order to gain a competitive advantage. As a result, many firms have implemented information technology tools to 2 customize marketing strategies in order to build up a long-term relationship with their clients. This study will try to improve such customer relationship management (CRM) models by taking the salesperson effect into account. Traditional CRM models are typically based on variables related to the individual such as socio-demographics, lifestyle variables and the individual past purchasing behavior of the customer. This study suggests that the purchasing behavior of a particular customer can also depend on social surroundings that have an influence during the purchase occasion. In a home vending environment the most important social surrounding

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