Communication Style in the Salesperson-Customer Dyad

Kaylene C. Williams · Rosann L. Spiro

318 citations0/0 files storedJournal of Marketing Research

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Customer Service Quality and Loyalty Marketing and Advertising Strategies Employee Performance and Motivation

Abstract

The authors report a study designed to evaluate the use of communication style by salespeople and their customers. Using a paradigm suggested by Sheth in which the communication styles of customers and salespeople are categorized as task oriented, interaction oriented, or self oriented, they assess whether communication styles are related to sales. They first develop scales to measure these styles and then test whether the styles affect the sales outcome. The results suggest that communication styles are a determinant of the success of the sales interaction.

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References

1951Coefficient Alpha and the Internal Structure of Tests 1975Applied Linear Statistical Models.2017Journal of Applied Psychology 1981Effectiveness in Sales Interactions: A Contingency Framework 1978Consumer and Industrial Buying Behavior 1969Significance of posture and position in the communication of attitude and status relationships.1960Leadership, Psychology, and Organizational Behavior 1978Relationship between Salesperson Performance and Understanding of Customer Decision Making

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2012Perceived helpfulness of online consumer reviews: The role of message content and style 2006Influence Tactics for Effective Adaptive Selling 2009Antecedents and consequences of adaptive selling confidence and behavior: a dyadic analysis of salespeople and their customers 1994The calculus of service quality and customer satisfaction: Theoretical and empirical differentiation and integration 1992Understanding the Domain of Cross-National Buyer-Seller Interactions

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