Title

The Impact of Buyer/Seller Listening Styles On Mutual Trust, Satisfaction, and Anticipation of Future Interactions

Date of Award

2000

Degree Type

Dissertation

Degree Name

Doctor of Philosophy (PhD)

Department

Psychology

First Advisor

Patricia J. Faulkender

Advisor Department

Psychology

Abstract

This study explored the role of buyer/seller listening style similarity and its affect on the relationship variables of mutual trust, satisfaction, anticipation of a future interaction, and listening behavior. A multivariate analysis of variance revealed no significant relationship between listening style similarity and buyer/seller relationship quality. More specific hypotheses, which examined the combination of people and content-oriented listeners and relationship quality, revealed a significant positive relationship between people and content-oriented salespeople and customer levels of trust. Additional findings, which considered the individual effects of listening styles and facets of relationship quality, found a significant positive relationship between people-oriented salespeople and buyer trust, satisfaction, anticipation of a future interaction, and listening behavior. A significant, negative relationship was also found between time-oriented salespeople and buyer trust, satisfaction, and anticipation of a future interaction. While considering the impact of buyer listening style on salesperson's perceptions of relationship quality, a significant positive relationship was found between people-oriented listeners and salesperson listening behavior. And, a significant negative relationship was found between salesperson listening behavior and action and time-oriented buyer listening styles. An evaluation of these results, study limitations, as well as directions for future research are discussed.