The Customer-Salesperson Dyad: An Interaction/Communication Model and Review

Williams, Kaylene C.; Spiro, Rosann L.; Fine, Leslie M.
June 1990
Journal of Personal Selling & Sales Management;Summer90, Vol. 10 Issue 3, p29
Academic Journal
The article discusses the methods of customer-salesperson interaction and also examines the drawbacks in the system. According to the article the effectiveness of the buyer-seller interaction is a function of two dimensions, namely communication content and style. Content is defined in terms of product-related utilities which the buyer desires and the seller offers. Style is defined as "the format, ritual or mannerism which the buyer and the seller adapt in their interaction." Information processing includes the mental processes of both the customer and the salesperson which accept and record pieces of information from the internal and external environments. The customer and the salesperson components are symmetrical while the interaction component in the binding force. The information processing elements of selective exposure, attention and retention decoding and encoding, and the interpreter and memory represent a synthesis of work from psychology and communication. Communication effectiveness is a function of the proper combination of content, codes, rules, and style.


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