Can a positive mood counterbalance weak arguments in personal sales conversations?

Bambauer-Sachse, Silke; Gierl, Heribert

doi:10.1016/j.jretconser.2008.11.013

Cited by 14 publications

(6 citation statements)

References 36 publications

(38 reference statements)

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“…Customers with high involvement exhibit more loyalty (Dick and Basu, 1994). Although the investigation of involvement as a moderator has garnered attention from marketing academics (Bambauer-Sachse and Gierl, 2009;Sanchez-Franco, 2009;Dagger and David, 2012;Low et al, 2013;Krishnamurthy and Kumar, 2018;Dedeoğlu, 2019;Park and Armstrong, 2019), little research has examined its mediating role between satisfaction and loyalty. In the context of mobile phone consumers, Leckie et al (2016) revealed that consumer involvement predicts loyalty.…”

Section: Product Category Involvement As a Mediatormentioning

confidence: 99%

Assessing the role of product category involvement and relationship proneness in the satisfaction–loyalty link in retailing

Menidjel

Benhabib

Bilgihan

et al. 2019

IJRDM

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Purpose Product category involvement and relationship proneness are crucial in explaining relationship outcomes. Nevertheless, the authors know little about their roles in the formation of loyalty, especially in the retail industry. Individual consumer traits and preferences are likely to play a critical role in the success of relationship marketing. Yet, relationship marketing studies have fallen short of considering such individual differences. The purpose of this paper is to examine the mediating effects of product category involvement and relationship proneness on the relationship between satisfaction and loyalty in retail clothing stores. Design/methodology/approach Data were obtained using a survey of 220 consumers. Partial least squares structural equation modeling was employed to test the proposed theoretical model. Findings The results show that satisfaction significantly affects product category involvement and relationship proneness, which, in turn, significantly affect purchase intention and word-of-mouth (WOM). The results also show that product category involvement and relationship proneness partially mediate the impact of satisfaction on purchase intention and WOM. Research limitations/implications Product category involvement and relationship proneness play a critical role in explaining the satisfaction–loyalty link. Future research could consider the role of potential moderating variables. Practical implications Retail managers should not only focus on improving customer satisfaction to achieve customer loyalty, but should also consider the importance of product category involvement and relationship proneness, and their role in the formation of customer loyalty both in traditional and online environments. Originality/value To the best of the authors’ knowledge, this study is the first to explore the mediating effects of product category involvement and relationship proneness on the relationship between satisfaction, purchase intention and WOM in the retail industry.

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Section: Product Category Involvement As a Mediatormentioning

confidence: 99%

Assessing the role of product category involvement and relationship proneness in the satisfaction–loyalty link in retailing

Menidjel

Benhabib

Bilgihan

et al. 2019

IJRDM

View full text Add to dashboard Cite

show abstract

“…Moods are defined as low-intensity, diffuse and relatively more enduring affective states (Forgas and East, 2008, p. 1363). A customer’s mood can have a direct influence on his/her judgments without cognitive processing of product information (Bambauser-Sachse and Gierl, 2009). The more positive a customer’s mood, the more positive in his/her evaluation of the product/service (Bambauser-Sachse and Gierl, 2009).…”

Section: Theoretical Background and Hypotheses Developmentmentioning

confidence: 99%

“…A customer’s mood can have a direct influence on his/her judgments without cognitive processing of product information (Bambauser-Sachse and Gierl, 2009). The more positive a customer’s mood, the more positive in his/her evaluation of the product/service (Bambauser-Sachse and Gierl, 2009). Understanding customers’ moods is particularly important when the goal is to examine customer perceptions and evaluations (Kim and Mattila, 2010).…”

Section: Theoretical Background and Hypotheses Developmentmentioning

confidence: 99%

Positive moods and word-of-mouth in the banking industry

Lien

Hsu

et al. 2018

IJBM

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Purpose The purpose of this paper is to examine the mediating effect of functional value and symbolic value between positive moods and word-of-mouth (WOM) referrals in the context of Taiwan’s banking industry. In addition, this study investigates the moderating effect of relational benefits on the relationship between perceived value and WOM. Design/methodology/approach The research model was tested using data collected from customers (n=362) of the top 10 domestic banks in Taiwan. Structure equation modeling was employed to test and validate the conceptual model. Findings Positive moods are found to be an important predictor of functional value, symbolic value and WOM in this banking service study. Four types of relational benefits are identified including social, special treatment, confidence and face. Note that two distinct segments of bank customers are identified in terms of relational benefits: those who appreciate face benefits (n1=169), and those who appreciate general relational benefits (n2=193). The findings reveal the existence of partial mediation between a banking customer’s mood and WOM through functional value and symbolic value in the overall sample (n=362). However, it was found that functional value partially mediates the influence of positive moods on WOM among respondents in the “general relational benefits” segment only. That is, relational benefits are found to moderate the relationship between functional value and WOM. Originality/value This study expands the existing body of knowledge on customers’ perceptions of value by differentiating types of value perceptions.

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“…A high degree of customer orientation can serve as a retailer's distinctive feature against competitors. If retailers manage to put customers in a good mood, for instance by offering superior functional service quality (Sweeney et al 1997), customers may perceive even objectively weak arguments as subjectively strong arguments (Bambauer-Sachse and Gierl 2009). Particularly, when customer service is personalized and when salespeople relate to customers at a human level, it can reinforce customers' satisfaction and patronage behavior (Mittal and Lassar 1996).…”

Section: Introductionmentioning

confidence: 99%

Re-designing adaptive selling strategies: the role of different types of shopping companions

2020

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This paper explores the influence of shopping companions in retail sales conversations and the necessity of designing more comprehensive sales training programs. In particular, the characteristics and behaviors of shopping companions and their subsequent effects on accompanied shoppers, the salesperson and the sales conversation are examined. Shopping companions have not played a role in adaptive selling research and most practical trainings for salespeople so far, although they can significantly affect shopper behavior and decision-making, and require distinct approaches by salespeople. Systematizing in-depth interviews with salespeople and qualitative content analysis reveal a variety of different character traits and behaviors of shopping companions that can lead to positive and negative outcomes from a salesperson's perspective. The interactions that take place between customers and salespeople are the core element of customer-oriented service in retailing. When a holistic customer-oriented service is part of their value proposition, retailers should consider redesigning training programs for salespeople and include the influence of shopping companions. In doing so, salespeople's customer orientation can be increased by augmenting their capabilities and enabling them to make use of adaptive selling techniques specifically designed for co-shopping situations.

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Can a positive mood counterbalance weak arguments in personal sales conversations?

Cited by 14 publications

References 36 publications

Assessing the role of product category involvement and relationship proneness in the satisfaction–loyalty link in retailing

Assessing the role of product category involvement and relationship proneness in the satisfaction–loyalty link in retailing

Positive moods and word-of-mouth in the banking industry

Re-designing adaptive selling strategies: the role of different types of shopping companions

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