Please use this identifier to cite or link to this item: https://scholarbank.nus.edu.sg/handle/10635/166124
Title: SALESPERSON CUSTOMER ORIENTATION AND COMMUNICATION STYLES : RELATIONSHIPS WITH CUSTOMER SATISFACTION AND OBJECTIVE/SUBJECTIVE MEASURES OF SALESPERSON PERFORMANCE IN THE AUTOMOBILE DEALERSHIP - A COMPARATIVE STUDY BETWEEN TOYOTA AND HYUNDAI
Authors: TAN PEE TECK
Issue Date: 1990
Citation: TAN PEE TECK (1990). SALESPERSON CUSTOMER ORIENTATION AND COMMUNICATION STYLES : RELATIONSHIPS WITH CUSTOMER SATISFACTION AND OBJECTIVE/SUBJECTIVE MEASURES OF SALESPERSON PERFORMANCE IN THE AUTOMOBILE DEALERSHIP - A COMPARATIVE STUDY BETWEEN TOYOTA AND HYUNDAI. ScholarBank@NUS Repository.
Abstract: The research problem undertaken in this study was to determine the effects of customer orientation and salesperson communication styles on customer satisfaction with the service rendered by Toyota and Hyundai motorcar salespeople in Singapore. The investigation also ascertained consequent relationships between customer satisfaction and objective/subjective measures of salesperson performance. Statistical comparisons were then made on these dimensions between customer and salesperson-perceived measures. The relative importance of differing product/service attributes as influencing factors in the customers' purchases of the two brands of motorcars were also examined. The objective performance measures used were six-month total unit sales achieved and salesperson commission income earned, while the subjective measure comprised of managerial ratings on salesperson performance attributes. These were provided by the respective sales managers of the two dealerships. Eighteen salespeople and a sample of their customers, who had made new motorcar purchases in the same period mentioned above, took part by completing separate sets of questionnaires containing adaptations of Saxe and Weitz's SOCO scale and a scale for measuring communication style developed by Williams and Spiro. The scales were of an interval nature belonging to the "agree-disagree" variety and mean scores from these scales were then used in subsequent statistical analyses. Customer orientation and an interaction-oriented salesperson communication style were found to be highly correlated with each other and positively related to customer satisfaction. However, there existed a negative relationship between the self-oriented style and customer satisfaction, while the task-oriented style made no significant impact at all. Customer satisfaction was found not to be related to objective measures of salesperson performance although a significantly positive relationship existed with the subjective measure. Salesperson-perceived measures were also confirmed to be significantly higher than customer-perceived measures. The results showed that Toyota salespeople were perceived as more customer oriented than their Hyundai counterparts. This was supported by findings that Toyota salespeople were also generally more interaction-oriented but less self-oriented in their communication styles towards customers. When product/service attributes were compared, Toyota again fared the better of the two. Significantly higher ratings were obtained on all attributes tested except for style, fuel economy, spaciousness, maintenance cost, safety and service/repair availability, all of which produced no significant differences.
URI: https://scholarbank.nus.edu.sg/handle/10635/166124
Appears in Collections:Bachelor's Theses

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