FACTORS INFLUENCING CUSTOMER PURCHASING BEHAVIOR IN TELEMARKETING

Abstract

This research aims to investigate the factors that influence customer purchasing behavior in telemarketing interactions. The study employs a mixed-methods approach, combining quantitative research (survey of 360 respondents) and qualitative research (interviews with 15 key informants). The findings highlight the importance of trust, perceived value, customer-centric approach, and effective communication in driving customer purchasing decisions. The marketing mix, including product, price, place, and promotion strategies, significantly influences customer purchasing behavior. Well-managed service processes, including service quality, efficient communication, and effective problem resolution, also contribute substantially to positive purchasing outcomes. Telemarketing techniques, such as rapport building, needs identification, and persuasive communication, enhance customer engagement and drive sales conversions. Based on these findings, the study proposes a model to promote customer purchasing behavior in telemarketing, providing recommendations for businesses to enhance their telemarketing strategies.