Conversations during purchase consideration: sales assistants and customers

Kim Harris · Barry J. Davies · Steve Baron

81 citations0/0 files storedThe International Review of Retail Distribution and Consumer Research

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Consumer Retail Behavior Studies Customer Service Quality and Loyalty AI in Service Interactions

Abstract

Conversations among and between our fellow customers and sales personnel provide social and informational exchange to support material exchange in retail settings. A 2 x 2 factorial field experiment (in a ladies' clothing retailing context) was undertaken to compare perceptions of the effects of oral contributions made by sales assistants, and by fellow customers, on levels of satisfaction, purchase intentions and credibility during the service experience. Conversations with other customers are shown to lead to greater perceived satisfaction in the consideration phase than those with sales assistants. Sales assistants are confirmed as less credible, and the notion that spoken interactions with assistants may lead to increased purchase intention is rejected.

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References

1992Servicescapes: The Impact of Physical Surroundings on Customers and Employees 1990The Service Encounter: Diagnosing Favorable and Unfavorable Incidents 1990Relationship Quality in Services Selling: An Interpersonal Influence Perspective 1987The Market Maven: A Diffuser of Marketplace Information 1991Perceived Control and the Effects of Crowding and Consumer Choice on the Service Experience 1995Empowering Service Employees 1989Compatibility Management: Customer‐to‐Customer Relationships in Service Environments 1985Self-service consumer: An exploratory study.

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