In this research, the relationship between salesperson expertise, customers Trust, and purchase intention of customers is investigated. The aim of the article is to examine the effect of salesperson expertise on purchase intention of customers through customers Trust among customers of Premium service in ahvaz. The research method is a descriptive survey. The statistical population consists of customers of Premium service. The sample included 384 customer, which were selected randomly. Data have been collected by a researcher-developed questionnaire and sampling has been done through census and analyzed using SPSS and lisrel soft ware. The validity of the instrument was achieved through content validity and the reliability through Cronbach Alpha. The results of hypothesis testing indicate that there is a significant relationship between salesperson expertise, customers Trust, and purchase intention of customers. The study is significant in that it draws attention to the effects of salesperson expertise on purchase intention of customers. The study shows that salesperson expertise generally increases purchase intention of customers, and also assesses the influence of Mediating variable on purchase intention building, such as the customers Trust.
Sperson expertise, customers Trust, and purchase intention
