Communication style in the customer-salesperson interaction process

The communication which occurs between customers and salespeople is of primary concern to retail businesses. However, minimal attention has been given to the communication aspects of the customer-salesperson interaction process.

This research focusses on the customer-salesperson interaction process via a communication perspective. In essence, communication consists of four elements: content, code, communication rules, and communication style. Content consists of what is said, while the code is the verbal and/or nonverbal form in which the content is relayed. Communication rules bind the code and content so that common meanings can be shared between the customer and the salesperson.

As the first three elements occur over time, they become patterned or stylized by influences within the customer and salesperson environments. As such, communication style is defined as an individual's characteristic tendency to choose particular patterns of communication. For example, a customer or a salesperson may be task-oriented and use communication patterns which stress the effective and efficient completion of a job. Or, a customer or salesperson may be self-oriented; i.e., focussing exclusively on himself, personal problems, and personal ego needs. Additionally, a customer or salesperson may be interactionoriented, in which case he is friendly, cordial, and concerned with the other person.

This research conceptualizes and operationalizes the phenomenon of communication style. In accordance, a field study was conducted to examine the presence and importance of communication style. This study reveals that there are mixes of communication styles rather than pure uses of either one style or another. Three style-mix groups of customers were isolated: (1) the "Interactors" who exhibited a high task orientation, a low self orientation, and a high interaction orientation; (2) the "Task Completers" who exhibited a high task orientation, a low self orientation, and a moderate interaction orientation; and (3) the "Browsers" who exhibited a low task orientation, a low self orientation, and a moderate interaction orientation. In addition, three style-mix groups of salespeople were isolated: (1) the "Super Sellers" who exhibited a high task orientation, a low self orientation, and a high interaction orientation; (2) the "Moderate Sellers" who exhibited a moderate task orientation, a low self orientation, and a moderate interaction orientation; and (3) the "Inactive Sellers" who exhibited a low task orientation, a low self orientation, and a moderate interaction orientation.

Once isolated, these style mixes were subsequently tested for their effects on sales, communication results, and the customer's evaluations. In particular, these tests reveal that some style mixes are more effective in terms of sales. For example, an individual whose style mix is high in task orientation typically has a greater number of sales and a greater mean sales value than the individual who does not have a high task orientation. These results suggest that a high task-oriented salesperson may be very beneficial to the retail store, whereas a low or moderate task-oriented salesperson may not be as effective in terms of sales.

An examination of the style-mix combinations in each dyad also suggests this finding. In particular, it is not necessary for customers and salespeople to have identical style mixes. However, it is necessary for at least one individual in the dyad to be highly task-oriented as well as personable and friendly in communicating.

As an outcome of the study results, future research efforts are suggested with regard to communication style and the customer-salesperson interaction process. In addition, given the neophyte stage of conceptualization and operationalization of the communication style variable, marketing management implications are discussed from a conjectural viewpoint.