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Journal of Business & Retail Management Research
Vol-12, Issue 4, July 2018
ISSN 1751-8202 (Print) ISSN 2056-6271 (Online)

Brazilian experience of server behaviour: Perspectives of analysis from sales professionals and customers
Kleber Cavalcanti Nobrega University Potiguar (UNP) /Laureate International Universities, Brazil Aline Gehlen Rodrigues Silva Federal University of the Northern Great River (UFRN), Brazil Cristine Hermann Nodari University Potiguar (UNP) /Laureate International Universities, Brazil Thereza Angélica Bezerra de Souza Santos University Center of the Great Northern River (UNI-RN), Brazil


Server Behaviour. Sales. Competitiveness. Sales Professionals. Customers


        The research had, as general objective, to evaluate the presence of server behaviour in sales professionals of Brazilian real estate market. It was an exploratory and descriptive work and its universe was composed by real estate agents of the city of Natal, in Rio Grande do Norte - Brazil, being selected a sample of 70 realtors and 135 customers, through the criterion of accessibility. As data collection instruments, two questionnaires were used, both with closed questions, structured and elaborated based on 24 attributes related to the dimensions of server behaviour, considering their importance and their performance in the perception of realtors and customers. With regard to perceptions, divergent results were pointed out, be it with regard to the dimensions of the proposition, or with respect to the attributes. However, the survey found that there are elements of server behaviour in the researched realtors. Also, it was possible to identify the variables and diagnose gaps to be improved to mobilize more competitiveness to these businesses. Finally, limitations and opportunities of future work are presented.





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