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Maketing Business Research Essay

4120 words - 17 pages

 

Business
 Research
 Proposal
 

1.
 Introduction
 
This
  research
  proposal
  will
  evaluate
  the
  impacts
  of
  the
  salesperson
  listening
  and
  empathy
  skills
  on
  the
  relationship
  of
  the
  customers
  with
  the
  employees.
  Companies
  love
  long-­‐term
  relationships
  because
  they
  translate
  into
  returning
  and
  repeat
  customers.
  Research
  has
  shown
  that
  it
  is
  generally
  more
  profitable
  to
  service
  a
  return
  customer
  than
  to
  attract
  and
  ...view middle of the document...

 Berry
 and
 Gresham
 (1986)
 say
 that
 in
  order
  to
  serve
  customers,
  employees
  must
  understand
  their
  needs
  and
  wants,
  and
  listening
  skills
  and
  employee’s
  empathy
  allows
  them
  to
  do
  that
  (Aggarwal
  et
  al,
  2005).
  In
  this
  study
  we
  will
  examine
  how
  empathy
  and
  listening
  skills
  impact
  the
 level
 of
 trust
 a
 customer
 has
 in
 an
 employee
 and
 how
 these
 factors
 relate
 to
  the
  future
  interactions
  of
  the
  customer.
  There
  is
  not
  enough
  research
  done
  to
  find
  the
  simultaneous
  effect
  of
  employee
  empathy
  and
  listening
  skills
  on
  the
  relationship
 with
 the
 customer.
 


 

Malika
 Mohammed
 

1
 


 

Business
 Research
 Proposal
 

2.
 Literature
 Review
 
Problem
  Statement:
  There
  is
  not
  enough
  research
  done
  on
  the
  combined
  impact
 of
 employee’s
 empathy
 and
 listening
 skills
 on
 their
 relationship
 with
 the
  customer.
  Definition
 of
 Empathy
  Many
  researchers
  have
  examined
  different
  traits
  of
  employees
  that
  can
  affect
  the
  relationship
  with
  their
  customers;
  these
  include:
  empathy,
  emotional
  intelligence,
 listening
 skills,
 endurance,
 ego,
 strength,
 gender,
 etc.
 However,
 two
  variables
 (empathy
 and
 listening
 skills)
 seem
 to
 stand
 out
 more
 than
 the
 others
  because
 they
 represent
 a
 context
 of
 give
 and
 take
 between
 the
 employee
 and
 the
  customer
  (Aggarwal
  et
  al,
  2005).
  Empathy
  can
  be
  defined
  as
  the
  ability
  “to
  perceive
  the
  internal
  frame
  of
  reference
  of
  another
  with
  accuracy,
  and
  with
  emotional
  components
  and
  meanings…
  as
  if
  one
  were
  another
  person
  (Rogers,
  1959)”.
  While
  listening
  is
  defined
  as
  (the
  cognitive
  process
  of
  actively
  sensing,
  interpreting,
 evaluating,
 and
 responding
 to
 the
 verbal
 and
 nonverbal
 messages
 of
  present
  or
  potential
  customer
  (Castleberry
  and
  Sheherd,
  1993”.
  These
  two
  variables
 are
 related
 to
 the
 interaction
 between
 employees
 and
 their
 customers.
  An
 employee
...

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