Understanding the relationship in the buyer/seller dyad

This study, which is based on the Dyadic Relationship Development (DRD) Model, examines the early stages (awareness and exploration/expansion) of the buyer/seller relationship. Specifically, the dissertation explores: 1) the relationship between the individual varisdale of self-monitoring (Snyder 1974, Lennox & Wolfe 1984) and inference generation and use, 2) the effect of buyer/seller similarity on inference generation, 3) the effect of self-monitoring on communication compatibility and communication satisfaction and 4) the relationship between communication satisfaction and judgments of the outcomes of the buyer/seller interaction. These issues were explored by surveying customers and salespeople of a financial institution before and after an initial interaction. Each subject responded to items measuring self-monitoring, similarity, communication compatibility, communication satisfaction and judgments of outcomes on a paper-and-pencil survey administered in the branches of the financial institution during business hours. Results of hypothesis tests indicate that self-monitoring is not associated with inference generation or use, but that low self-monitors are more confident in their judgments when they use inferences. Similarity has no apparent effect on inference generation. Communication compatibility is not significantly related to communication satisfaction for high self-monitors (as predicted) or for low self-monitors (contrary to predictions). Finally, communication satisfaction is strongly related to judgments of outcomes. Additional analyses were conducted to explore issues and relationships besides those suggested by the hypotheses. Based on the tests of the hypotheses and the additional analyses, it is concluded that role partners (customer or salesperson) might generate and use inferences to accomplish their specific tasks efficiently. Additionally, it can be concluded that similarity and communication compatibility are inadequately conceptualized. Finally, self-monitoring is though to affect the processes involved in buyer/seller relationships, rather than the outcomes. It is also concluded that to fully understand the effect of self-monitoring, the influence of the partner's level of self-monitoring on the subject's perceptions must be assessed. The dissertation includes a discussion of the study limitations and opportunities for further research.