Relational communication and personality traits: Effects on telemarketing sales success.
Item
-
Title
-
Relational communication and personality traits: Effects on telemarketing sales success.
-
Identifier
-
AAI9207112
-
identifier
-
9207112
-
Creator
-
Predmore, Carolyn Elizabeth.
-
Contributor
-
Adviser: Gary Soldow
-
Date
-
1991
-
Language
-
English
-
Publisher
-
City University of New York.
-
Subject
-
Business Administration, Marketing | Speech Communication | Psychology, Personality
-
Abstract
-
Traditionally, sales research has taken two approaches. One focused on the measurement of personality traits to indicate future sales success and the other suggested that process methods should be used to examine sales interactions in progress but never actually used any process tools to measure sales interactions as they proceed. Previous theoretical research from communications studies and one theoretical research from communications studies and one theoretical sales discussion on process methodology suggested use of a a relational coding scheme to assess the behaviors manifested during sales interactions. Traditional sales research used self-report measures of personality traits such as adaptability and dominance which had equivocal results.;The primary purpose of the paper was to examine sales interactions using a process approach, relational communication coding, which had been suggested previously, but never studied empirically.;A total of 500 conversations were coded using the Rogers, Courtright and Miller coding scheme (1979) which involves a three digit code to denote the speaker, the type of grammatical response and the type of relational control embodied in the response.;The California Personality Index was used to get a self-report measure of dominance. The self-monitoring scale developed by Snyder (1972) was used as a self-report measure of adaptability as suggested by Weitz (1981).;There was a significant relationship between the self-report measure of self-monitoring used to determine one form of adaptability and sales success. High self-monitoring salespeople have significantly more sales success than low self-monitoring salespeople (Wilcoxon rank sum statistic with the normal approximation; Z = 2.252, p =.0059).;It was also found that low self-monitoring salespeople complete sales calls more quickly than do high self-monitoring salespeople (Wilcoxon rank sum statistic with the normal approximation; Z = 6.667, p {dollar}<{dollar}.001).;These results support the literature calling for the use of process measures to study sales interactions as the information gained from the two types of measurement tools had no relationship to each other. Secondly the results supported the research of Weitz (1981) and Weitz, Sujan & Sujan (1986) in that high self-monitoring salespeople did have significantly more sales success than did low self-monitoring salespeople. Unfortunately, relational adaptability did not have a significant relationship with sales success.
-
Type
-
dissertation
-
Source
-
PQT Legacy CUNY.xlsx
-
degree
-
Ph.D.
