服装
规范性
人际交往
顾客满意度
背景(考古学)
心理学
营销
人际影响
愤怒
业务
广告
社会心理学
认识论
哲学
古生物学
历史
考古
生物
作者
Kalyani Menon,Laurette Dubé
标识
DOI:10.1016/s0022-4359(00)00034-8
摘要
In this research, we develop and empirically investigate a framework to help retail managers engineer effective salesperson response to customer emotions and ensure greater satisfaction. Building on an interpersonal view of emotions, we argue that managers must be familiar with (1) diagnostic cues for assessing emotion-eliciting contexts and how customers generally display these emotions; (2) the normative salesperson responses that customers expect to their different emotions; (3) and the naturally occurring responses from the salesperson as observed by the customers. We report upon an empirical study that tested these arguments for two negatives (anxiety, anger) and two positive (joy, delight) emotions in the context of one of two retail stores (clothing or electronic goods). We find that observed salesperson response that positively disconfirms customers' normative expectations will lead to greater customer satisfaction, across positive and negative emotions. Based on the results, we believe that detailed planning of these more interpersonal aspects of a retail strategy may be as critical to customer satisfaction and repeat purchase as the planning of store layout and merchandise.
科研通智能强力驱动
Strongly Powered by AbleSci AI