Conversations during purchase consideration: sales assistants and customers

Harris, Kim, Davies, Barry J ORCID: 0000-0002-5198-2046 and Baron, Steve (1997) Conversations during purchase consideration: sales assistants and customers. International Review of Retail, Distribution and Consumer Research, 7 (3). pp. 173-190. doi:10.1080/095939697342987

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Conversations among and between our fellow customers and sales personnel provide social and informational exchange to support material exchange in retail settings. A 2 x 2 factorial field experiment (in a ladies' clothing retailing context) was undertaken to compare perceptions of the effects of oral contributions made by sales assistants, and by fellow customers, on levels of satisfaction, purchase intentions and credibility during the service experience. Conversations with other customers are shown to lead to greater perceived satisfaction in the consideration phase than those with sales assistants. Sales assistants are confirmed as less credible, and the notion that spoken interactions with assistants may lead to increased purchase intention is rejected.

Item Type: Article
Article Type: Article
Uncontrolled Keywords: Conversations, Satisfaction, Purchase Intentions, Source Credibility, Ladies' Fashion Retailing
Subjects: H Social Sciences > HF Commerce
Divisions: Schools and Research Institutes > School of Business, Computing and Social Sciences
Research Priority Areas: Applied Business & Technology
Depositing User: Susan Turner
Date Deposited: 20 Apr 2015 15:22
Last Modified: 07 Aug 2023 15:59

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