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Individual differences in customer sociability
Author(s) -
Hester Laura,
Koger Pamela,
McCauley Clark
Publication year - 1985
Publication title -
european journal of social psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.609
H-Index - 111
eISSN - 1099-0992
pISSN - 0046-2772
DOI - 10.1002/ejsp.2420150407
Subject(s) - psychology , reliability (semiconductor) , customer retention , quality (philosophy) , customer satisfaction , customer delight , marketing , social psychology , service quality , business , service (business) , physics , quantum mechanics , power (physics) , philosophy , epistemology
Two studies examined the quality of 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.