Individual differences in customer sociability

✍ Scribed by Laura Hester; Pamela Koger; Clark McCauley

• Publisher: John Wiley and Sons
• Year: 1985
• Tongue: English
• Weight: 287 KB
• Volume: 15
• Category: Article
• ISSN: 0046-2772
• DOI: 10.1002/ejsp.2420150407

✦ Synopsis

Two studies examined the quality o f clerk-customer interactions. In the first study, customers in a mall were followed from one purchase to another and retest reliability of customer sociability was found to be 0.73. A second study of the same and another mall found a retest reliability of 0.56 for customer sociability and a correlation of 0.57 between sociability of different salespersons serving the same customer. These results indicate that the sociability of salesperson-customer interactions is determined by stable individual differences in customer sociability, and suggest that salespeople do better to echo than to escalate customer sociability.