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Salespersons' empathy as a missing link in the customer orientation-loyalty chain: an investigation of drivers and age differences as a contingency
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Salespersons' empathy as a missing link in the customer orientation-loyalty chain: an investigation of drivers and age differences as a contingency
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Journal Article
Salespersons' empathy as a missing link in the customer orientation-loyalty chain: an investigation of drivers and age differences as a contingency
2016
Overview
Salespersons' customer orientation has attracted considerable attention from practitioners and researchers. By distinguishing customer-oriented attitude from behavior, this study sheds light on customers' perceptions of salespersons' empathy, as a missing link between customer orientation and customer-related outcomes. Noting the increasing age diversity among salespersons and customers, this study also investigates whether age differences in salesperson-customer dyads moderate the relationships of salespersons' customer-oriented attitude and behavior with customer outcomes. Finally, this study examines salespersons' climate perceptions as antecedents of their customer-oriented attitudes. Results of multilevel modeling with data from 164 salespersons and 405 customers reveal that salesperson empathy, as perceived by customers, is an important facilitator of the customer orientation-satisfaction relationship. When there are large age differences, salespersons' customer-oriented attitude becomes more important for making customers feel understood by salespersons. Regarding antecedents, salespersons' customer-oriented attitude is influenced by their perceptions of team-member exchange and age-inclusive climate.
Publisher
Routledge,Taylor & Francis, Ltd,Taylor & Francis Ltd
