Listening to your customers: The impact of perceived salesperson listening behavior on relationship outcomes

Author(s): Sohi, R. S.

Journal/Book: J Acad Mark Sci. 1997; 25: 2455 Teller Rd, Thousand Oaks, CA 91320. Sage Publications Inc. 127-137.

Abstract: A thorough understanding of how businesses gain and maintain long-term relationships with clients is critical in today's environment. This study develops a scale for salesperson listening behavior and investigates the impact of customers' perceptions of salespeople's listening behavior on trust, satisfaction, and anticipation of future interaction. A structural equations model is developed and empirically tested using a sample of new car buyers. The research results suggest that listening is a higher-order construct composed of three dimensions: (a) sensing, (b) evaluating, and (c) responding. When customers perceive a high level of listening behavior by a salesperson, it enhances their trust in the salesperson and leads to greater anticipation of future interaction. Implications and future research issues are discussed.

Note: Article Ramsey RP, Eastern Kentucky Univ, Richmond,KY 40475 USA

Keyword(s): SALESPEOPLE; KNOWLEDGE; SATISFACTION; PERFORMANCE; TRUST

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