When evaluating levels of trust between a salesperson and the customer versus the manufacturer and the customer, Kennedy, Ferrell and LeClair found that he primary influences of customer satisfaction were, in order of importance:

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The study found that product quality was the most important factor influencing customer satisfaction, followed by the salesperson's level of caring about the customer, competence of both the salesperson and manufacturer, and finally the use of low-pressure selling tactics. Privacy issues are not mentioned and therefore not a relevant factor in this particular study.

When Evaluating Levels of Trust Between a Salesperson and the Customer