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Listening and perseverance – two sides to a coin in quality evaluations

Listening and perseverance – two sides to a coin in quality evaluations The purpose of this study is to examine how a service provider’s offer quality is evaluated (OQ).This study shows that attitude toward the salesperson in a service context (AS) is an important antecedent to OQ.Design/methodology/approachThis study involves three studies, first is a dyadic data analyzed with HLM, second is an experiment and the third an IAT.FindingsThe findings of this study show that active empathetic listening increases offer quality evaluations, regardless of the AS level. However, at lower levels of AS, sales perseverance negatively affects offer quality evaluations.Originality/valueWhile research suggests that listening is extremely important, there is also research that suggests that perseverance is more important. Considering data from sales people and from consumers, the authors examine when listening and when perseverance is important. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Listening and perseverance – two sides to a coin in quality evaluations

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References (54)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0736-3761
DOI
10.1108/jcm-11-2016-2000
Publisher site
See Article on Publisher Site

Abstract

The purpose of this study is to examine how a service provider’s offer quality is evaluated (OQ).This study shows that attitude toward the salesperson in a service context (AS) is an important antecedent to OQ.Design/methodology/approachThis study involves three studies, first is a dyadic data analyzed with HLM, second is an experiment and the third an IAT.FindingsThe findings of this study show that active empathetic listening increases offer quality evaluations, regardless of the AS level. However, at lower levels of AS, sales perseverance negatively affects offer quality evaluations.Originality/valueWhile research suggests that listening is extremely important, there is also research that suggests that perseverance is more important. Considering data from sales people and from consumers, the authors examine when listening and when perseverance is important.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Feb 8, 2019

Keywords: Service evaluation; Customer sales interaction; Dyadic data; Sales evaluation

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