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The influence of emotions displayed and personal selling on customer behaviour intention

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  • Edward Shih-Tse Wang
  • Bi-Kun Tsai
  • Tzy-Ling Chen
  • Shu-Chun Chang

Abstract

The impact of employee performance on customer behavioural intentions and consumption behaviour is important to service marketers. In many service settings, service organizations require emotional display and personal selling to stay competitive in todays market. Based on a review of service literature, this study investigates the effect of emotions displayed and personal selling on customer purchase amount and re-patronage intention in convenience-goods retail service settings. This work applies mystery shopper methods to data collected from a Taiwan bakery chain. Analysis of the results from 519 responded questionnaires in this study reveal that positive emotions displayed by contact personnel are unrelated to consumption expenditure, but do affect re-patronage intention. Further, the results show that personal selling negatively influences consumption amount. This study suggests that service managers consider enhancing their emotional display perspective in human resource practices, and focus on performing personal selling as a consumer need, in different service industries.

Suggested Citation

  • Edward Shih-Tse Wang & Bi-Kun Tsai & Tzy-Ling Chen & Shu-Chun Chang, 2010. "The influence of emotions displayed and personal selling on customer behaviour intention," The Service Industries Journal, Taylor & Francis Journals, vol. 32(3), pages 353-366, October.
    • Handle: RePEc:taf:servic:v:32:y:2010:i:3:p:353-366
    DOI: 10.1080/02642069.2010.545392
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    References listed on IDEAS

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    5. Dominique Rouzies & Anne Macquin & Nathalie Prime, 2001. "The Influence of Culture on Personal Selling Interactions," Post-Print hal-00538262, HAL.
    6. Puccinelli, Nancy M. & Goodstein, Ronald C. & Grewal, Dhruv & Price, Robert & Raghubir, Priya & Stewart, David, 2009. "Customer Experience Management in Retailing: Understanding the Buying Process," Journal of Retailing, Elsevier, vol. 85(1), pages 15-30.
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