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Management Journal of Siva Sivoni lnstitute of
ManagemenVolume'lin Issue II July_December. 2011
P.Va,md" B'rgja n,p V~kk raman
Vina')" Klimat' Cha~antiM'ob(l ln ,N . R. PrraRash
Sh,snu Prhra \ I IPr;salnnaktlmar. M '. Ganj~
S ~ S. IP ,r l'!s a d lR a o
M . , N . F I : ' . Ms 'noha rA . ,V .S: a tyana r, s, y,ana rag
,
S a m r a JajA nu 8illJm bRainesh R an Ja n
S..Anand ReddySit!lnsLi Pandal
GO I " 1 l ? , l _ r : i J J ] : f l O F 1" , o r p ( ; m f o l
il G l ' USHi~Sn,: ;upe in d e x m G l6 e l w i1 h - s p e c ta jr
efe re rt l: e t o B a n kr rr g Jf1tk. l~!Fy
S1UdY 'o f VIs'lJal M e fi~ h an ds in g a ITt:!h 's
i1lllf~uence o nPUfcl'lt!SE! D B eis i,o l1 in I3e.lgallim dlyIBfec
t iy~ness.of HIJ m a -n R es ()ur'!;:9 . Inf0lnla: t fan
S1:;;t~minSelect e : : ; c y m p a n i e s . ; A S U i ' V e yEmol
iQna l ' ln tJ ! l l igen~e '& ,le ad et"s h 'ip in iD Q c to
ts ~A n e m pir ic a l' S tu dyDJoortmll l .ate' D J m e n s i f J
i I 1 I s ~f S e r :v ic - B C L : la . ll t y G aR s ln Baniks
irIJ ~ : 18 - n Emp-fncal Appmac l1
ASE STiUDY'
B Q C U ( REVIEWSA W h o t a N ew MindS~pm Powar9- The A m lin
Racs.8 tw n ChinInuh lo r101s are
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,. _ I . ~~A~l Empiri al . tudy.' . J - -, . -.Otl011 S,tylc. ~
.. 1 !Sellers Co~UJ1lC _ N- R Pr,nkB8h ...~Bhoop Pnya V. . d 'lr
)"iqhah ,,- ..Vinay itUJITlli1" G:bng ;D1
of work 1 1 1 l ' P J ? i 1 n e c l . in tbe w:a.d;eting, and
salescontext too.s~ff.B tra n acti 0 as axe.' nfte n initi ated
andniain+airted by sale.') pf:l.rr:UlInnc1. n.el way
tlietransaction ends depends on how effOO1'l~. thecernmunicatina
was b e twe en the sales :Qers 'oa antiIh e u stom e r, Therefure
it's r e a&onah l1e . to c h um .LhlH the sales person shuuld
be ~-;waTc of thedynu rn ics n f interpersnnal communication in tha
tp~ciric conteJrt, saJ:~, and to [hal speeifie eustomer.Mn te p re
sise ly , nne cou ld argiu~ thrill S i~n rn~sshouldbe aware
I:)flmyer rUe.fe"H':H'lr .3 a.ndbc ab~e toad3Vtthen' eommunleattea
content and &ty]6~u:;~ndinSly.This J 1..1p,er further ibc]JSCiS
nn th~ ccmmunlcatianstyle aspcst inlile seller-buyer interaetion
~ellConununie.a,tIDn. Style in S,IDeAPers'iIl'nelIn th e
~Q_nlel{tof buyeT-selleri.nteraction, Sheth's(1976) wo,rt h ad s1~
ia r 'oradigm. B.e,~orehts wet kcarne in, the sta re e f th e r e
sea . rch ;1fLl.hts disdp1 i t1C'~13d thrc.e [lrobl~ms: lirst, lnck
IJ systemllt12aLion~Il r tmea~ t lL finc.:liTltssecrrn I, nu rn rou
s 11) ' 1 \ th e '.s.mtercstmg obgerv:1ti t :u s and ol1: ; id
-r'an i ~d fc~nlt'adic~dry O T nnrcla tcd f i I H 1 i T . l i ~ ;
nd third, lacko 't .8 , cnlnl~rlehansh'l: m od 'I t h 1 L cnuld
cxplniu l hnatu re O~ ' tne su bjC C L Add ll'~;:iing. l lH: :~o
thrcC Of 1 Ct : '! 'U S 1 J" I t I ~. .H~ n; nun '!~hut ~I"\l'\
Illh:d lall"1 ~~.IletulHH~1~lh111n lWIl l dim , , 18Imt : ; . .
[irst .fmt 'ut o rcum mun ill' - '- d 11''111; nul SHUllli t I )
f~~~----~~ .
In D:Q IJ ,u l tiC IDIn one t; Jf lr S] J,e c:Uv e.
co:mruunical1qn is lr ff iadlyCOJJ lS ] J t .u ted o f ~wq: oor nf
ln rum tB : con te n t . :HId style,~ p t:l1 ip e e lllfe t i S
'5.t.rprulIrtcd by lite ra tu re , 'and isIU l'p u h r: r m th e f
ie lds of s!Jli;ech cnmmunicar ian lInapmgrr_laLies. "\'V hilc Ow
notion of communicationsily]e existed for long in works from
vadousdisorplim:s, ileluding 11l1l.rketing au d sales CShe
thUl76;W:a l t~laV/ t ; 'ck . B,r:avUl & . jacksnri 's
HHi7),Nortq,n hi tlL" fi:n;t 5cania-r wh{lI is credited rorw orki n
t an 1iil ge-1' ler i i !; lhw'r,)' vI ccmuumieaticn~tyle.NOrlQI1
(19~S1 dwtl:~d cumnrunicafiun stylei i - e ; 'the way l)11g
y,~rml1yand p:af3V81"bally tnreraetst ,sjgrul lldw Iitsral meaning
should be takea,interpreted, filtered nr understood; He-explains
that' COmmun i t a t i r J n ! : L l : J . t ! ! ~~ytS nature is
dependenr onsituanou, cOllLM4"and lime. 'Tlili vent nature ofthe
ccuiE i . ru 'd - b c c a : m e art oppor :Lu: r l l t y far s C i
1 1 0 1 a u[Q axpiUIB"fll1cl a tnauiliou could b6
ohsewe.dwbRrecommllIlicaHon s t Y f C w a . - a stuL1iep i n d t f
f ~ r e < f ' J tco n te x L - ; . su ch a s " tr hf ra 'p c 'u
t i r : fj1trtting,s (nul] e r & ._BU~1 19EI"'i'J,inm~i~w ;sP
t~ ng (1 30 1il1 Q&T1! l~y.~g,g1J) , manageill:ll .settulgs tS
,~ l .{er , 20(8)mstruetlonsl setting (Noels, Clement & .
Pelletier1 9 9 9~ ' f rl c; Anti ,abo i' n dif~ercnt ltT LlL tli'on
s S LUc h ~ ~C O I 1 1 1 ,c l r e s Iulion (Gold!JtIGin j 1e 9 H J
~ " r I e g , o lialioti~[van .r~o1efl.Da~]If.ll'-k~H &de
ltu,Yhlr" a O O ? ) ,hMg.JIlTll n g rD \yy er~ fQ8~) e tc . C C H l
s iL l e .r .a h l( J OUWL] ul
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~'l'immT111 k.,~ i011. ' T111~~hJdy r O ' C " I ! 1 > C i S i
on th e \fiil:y~edirnenst(l]1 01 connm ..mica tiOl1. IF! 1 1 i ! :
f erB"e~l1Lu[ ]JfrfHl1nvmk ~)ra~ ye r ..~cHct' In Le.r,~:u:~lio'
l1' iSheth (] 9 i713)d~lln~d Cf. lr rm1UIli(! iI1 l~nn style ~!O me
j~form:;ll; ritua]!ilrm,lll!l~T'L"m which l:'be buyer and 8eJ lC J
; :: u. J, op t r otheir mteraetiorr' He pn.:spmed : iLyle as
threed1mcnsiol1.:;a,1: b:Js~-(uienlt':d.
ill1lerm;'iiGfH~1'iC:~J:te~,md self-f-Hi(ffi~,d. Su c h 'l hc or y
,o f r'l lY ! c d l'e ,w S 'Lt ll llO rlF rrnn the t h 0 0 1
r~lt~l"cll 1:r1,1 " O U E I dynamics. Oneprcblem wilh rhis, kind "r
!iltyleG::lteguci2l'.lti01i1'iilltal!ltha l it l l l l l le . ren
try~Si~trnleS t l t i !1LSil lGS person( ! () r u : . iM . e n r l
y '!'lll,,'l,LI'lt8!iIlS a s,tyJg of hdemctio:Il'l
!lJlGrli&1]11]. res ~h'e in ' f ! . ueud,~ ~: f , th e co n
te'X ~ 011 dl'filhu~nu:li 011, . At the A5Ume time. il i . s , ne
i~tlltISQffiGjenlly ~e::neric tn eentrilnrte < ' I . '
rume;nsionoothe th~QQ'ef s~le, TIli:!l ha~evet.is. BtiIl a
:Pii!I!'Oil:dJgm~han l l 1 c r r L i!;;oI:loJrt:o\i'vert m d n y
subscribe ~o.L::r~e:r ,Ncm :mm (Ul35j ~af' led $y le 8.$ 'a pred
icEau lp
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S u ,onimlu L' ,I TH"f 'd ' 1 [' m~11d 'd lJfllf"!Hi.'l'tQ~m. bU
I t.lfttH
1 f"1 -rlteursuI tsperson 1 fl\qn adf1l' or se! IJ il nrs, -
-~ihl n l)t ilu Ji( ; , L I: ~I1 l} ' Sl~n He nt T1. l t
:onshrph.'[" een c(1I11111i l l lH!e gai nirlll 1 ra ~e!l' i i;:
lirm::s _Ju r i~k5. P rlorma n , o & H[ ')~ .-cv l :r , t h ere
\1T;J! i ~1slgnli tem::LlrwLlrtOl1s;l1ip
,l'L![1.'i.'~l:D_CClnl1tmtltct'ltl)f ittlJgre of lhe.S:JIu s
p'ersoll nnrl sa! .r; [1~rfnrITllJ'lC&" This : ~g~wlndic tes
thai sales !ers: nlll:l \\rilh a gooil self-IJU T " " I H i n , t
hnu t I ir co mrn u L1CU [_iaru;tyh~ w.ou ld(in wel l in turl1ing
me ! safes Imi1s:IC lOllS"Javournh le .Cmnstook & Rialn!>
H1D1) tried to,qIl "'. rrli:HIlOsLbfJSl-C qu'stiorl i~ this gfD\v i
f1g line o r r~se. ; ]n;h:s ; !HJuh l L l '- tj ~ [ ! lc _ ~ p e u
r : S l :m { J J ~ l p l L a - buyer'Soornnrunrc: . J ~im! s ty lt
:? T J le1ool 'uhJcte.cl tw o 5:tn.iliE:~W llff5l\,vtr this
questron. Fi['!iil , 1 1 . 1 l _ l y H i - i ! d ttl atiSBSSUH~vp 8
nrT 'l.u i fUJIm S!' l t lgesnuy rs \VQ1lld prereri l l UII~' sa le
s inlt:rtlcLi n and IJ ... . .:1 i'um W thntIrusf 'I I and t o 1 l
: ; l . H " d e v l 1 T 1 l ~lIges :'C \ ~v h;tt t bUyBfSJ~mJc~ I
til ::JIllp'l:'ech.lllc JJiosL F J h ' eund .stildy
briM10hlerHifylf ~lb;l..nre awnrc nf I uyers ' p1ee . renOO5r n r r
re l jj iJklJ 'laJ rnessnges, Th,~ n m H n g ' s i-'ldka.l~I:ha1s~
ll e rs pen:ierv.c:d '~nm inunc I l J 1 U fU,fl1'la:Iit)r
e:llbuyers' least J l l's fe r r ,od re la t icnu I messatl,es
ThesefiliJd m ~ bmd lo be dj~Io:Llng t nl pr e erred salesperson
ccmmuntcarion Ii yles. The study usedN !.lift '. C SM , bu t
'f;> lm ilt rich r ('ImIDuni~a.titlns ty le p r of ile s I 5 i I
J itab le fo r t .h e study; T h ~ cam : u pwil hsLy,les
fI~,ma1'yc~or lerB.Jjv l i l ,a rp re 'h e -n ~ iv i; !wl -. cia la
nd comp r . nil lv e . Study oonDhlded w ith n su gg estio l1t l l
n - l llpplwumsiv,~" SOCilll mu l compt:IUti1{l: sellersnw y ne ed
u ro re com m un tcanon training,
or th o x stiHlyt
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J 5
\ IL l! ,1 I. H J! , ol H)3S . Til> l lH'rt I1 snlus
{')C;pt'l'i M r"d II [lll'idpnnll~ was !N.17 m,lunhs wilh (1
~.'lfllC, - , f " m mlh It) 1 11v cn rs, T he 1 T 1 , C ; ! i 1 I I
In l~ll e::'i"prttlliC"~uf lit pnrtielpnrns was 4JJ.~Wmonths with .
[ J ; .nmg~t1I',~ ]11nr1UU; r ( J 2qy~.'rs, 'r'lw2u l ) . I , o f r
~ r ~ H : : : p ~ 1 . 1 . 1 1 : Iill c r 1Id~d SIJ l es
P(!'fstl1111d \i\"1 th rhJI ~H t i 1 l 1 1ql1tll ;nr::t~i 'lIS:
S(;i tHIJli ng, Twelfth, Cnll: .h. l. : l t iun, 11 " J < i
IPnst I!radlla tion,.eller ccmmuuicauen l ' Y J ~ e s"WCTE
icIe'rrI:illetl poingJ r e -g re~ ! 'IOTl ona lys15 b'tw en
cnmmll:m(tator unii\'g~and [;LmlmnJ1i~M[cm styl'es~ as a pillLL of
standardp rQceom tl]0 using N'ortQn'~ CS~"tTu diS t.fO ve r . ny. 0
t he-r I 'e 1;;']i(}s hip s b etw ee n vl!lir Jt b l e s , .: 1 e o
rrels t u ~ r nrnJ'rriN was drawn between ,"f1mmn.n i . q aLof
.hnr~ge,SaIes pe rfo,fm.:rncc1 5.:li let; exper ience,
lQtalesperience, and eomrnunication styles- Q lf salespersarm II
".Analy;s .is . oliIliId RclSlI l t s .Tahle 1 and Table 2 exbibii
(be res u lrs i f . s te : p - w ; i. l: lt !r!;'.gr~ssion between
cnmmun icatar .hn~ge aa rlred.el1emJlt:l li vdIi~!hle AmI centmtm i
l::,~tkm style.\i :1$in t1ependent va.tiab1~s~H i~ idenriflerl fhat
s.ol]e:r .spreferred L]nlrmssitH1 leaving', 'Precise', and
'Open'EOmmtm1t:i ' l t ion s ty le s . This is fHirIy consistent
withthe thee ry, Notaran onic (1~no , 9!l2) hadid:antified t . h l
l t 'Precise' land 'Open' communication.styies of sales peT50J l1 i
e J had 'ignificant : IS 'SOCl . .o ' : ' l t1011with
s:U~,performance, Studies 1 1 1 the past and thecurran t E tudy are
fifJm two different e()untTi~s andcultures. huwcver witlJ irmlar
resultsCommtm iearlen s t y . I e . s - nt people il l other roles
suchas G 0 1 . u : t s e U a c s st1:l(J~ts. phy:siciarrs have
tended l lbE! different. U can thus be assu med that salespersonnel
learn these eummtmicative behavioursas-a part of their [elrrele,
Reei.ll]i1Jg-~t)IlqIJ ]lus:i,te.dthat eommimicarinn styJe is
dependent rm context;siruatlnn, and time, This stu~ idruifi5f$ job.
ro1e
a par t of' the eelDt,El'xt t ln.1t ccntrlhntes lUr le 'le ]u p
iu g ,3 s p f:(:i lk ~ol l1JmmUc' '1 l ion style. T r wo ul d
imCr8.Sling to (.JbSCfVt: jf sal personnel tend tohibil
rliffc;rcn eemmurncal i011 .
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uGyrllln
1 .
2 .
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17
rnt~rnct lI . lTt : Sh u h l S u lc p nplc Adapt lfl.'i!rS
GQTntllllllic:Hnr SWl'e"JOUIUill Q
Busir1e:s Comrnun~~ ion, lflfJ7, 4{4L p p _ -toiIUts
lVWhHI1:'io, K. c., &. Spi-m, R._ J.. (19 ,5).C om TU11T1j~~ I
ifH1 Sty1C ij l he 5 : ! J l e~TSOn-GUSLml1er D\,llri JOlinUll
oIMr:rrl:tdi1'tli nf~.runh.V llt 2~ . NrJ . 4 , pp j-:J.o{-.l42
4. oonrll1, B. ]. S.5}. NOlhHlg ttappen:s unlessr Imeu n e
huy'fi :iflm lll'ng liI.c:rrtifYin~ !1rc.spundirtg: t(j your buyer'
comrruruica uonlS i r l e , Hr:aftb A-1ml:,..twg QIUlru:rrg. Vol :
; I . . pp.21-. ' , '5 ,
5 - M il t ; ; s ; M . r . o Arrlr l ld . D R , & KastL H _
R _(J~mO} . ./\l1::lIHi~ C rJU u uL rii ie a i ( ' ) I 1 :
TheJ\uapt,'lrion nf ~ht; : ! ' i r t:r'& ~nterp~fSomJ.1 Styleo
the S tage : : f)f th e Uyad's RcliJ.l.Junshil 1 dth e l.3u ytlr',
CouIrl"Hrnic.1t"(jn _ ' ] 1 : : . J rmnTuJ ' . i
H _ ' r I ' J U J w l Si.'W11/l'Ollil S U ' t : 1 1 i
\lil,w!Jl'm m t , V aL 10 ,pp. . . lJ 27.
fl. Nctal'a.:rlwni. E. M ~ & . Cohen, J - L. (I )901.The e
rrc::d!!l I') I' UrH:~IT rmd dt~minancornmunicm inn styles nn p
rcepliuns of thesal ililoratliuH J II v of a u inc .\Commnuicmrnll
27. ]("1-184.
7: SlJfOwt]. p ;. Carvelh .. n .1 {HII 4).The 1U~n'C[ai' Com
lian C G3il Ji Il g_ SrltllC,gyCh~lce and Corn nu nicu t: r S t y l
an Soles. suceeas . j tmniaI ,if' usin ss Ctl I~mtlmtt!litm.1 .9 '4
l p p .. 291- .310
8. Dinn, A. P : . & Nnturaru mi E. M. (1992).S,ale,spcrs6n C
onnuun ic Lion Slylc: TheNcg~cwd Dimension 1 1 1 Sales
Performance.Jrwnw.l r J [ B r L ' i i u : t : s s Cnmlwlui afirmJ 2
, 1 ; 1 ( 1 ) , [1p.f jJ 77 ' ,
a van Dolan, w M ., [) ,gbllO~k:"arl A. P'I & . deRuy t e r
, K, ( 2oC l7 l Satisfactiou w i th O nlin eC om me rcia l G rou p
Chat: The In flu e nce of
Pel'\:l!i\'ed 'tedmolugy Attrlb tes, em u GroupChoractcflstu:S,
and ..d"'1isor CommunientionSrykJmmml UJItJw1Iin.q. R 3 l lP . : t
lH-35S_
10. D\VY-~4RolJ~t [1 .4) Are tW() hetter thancrne? Bm:t~ll1ing b
. . e . l :U l l n n l l l ' r and rrutrrrmes inan
:'J$=ymtllt:lrir. pn\\'eT reilltiun!lhip.]mJ"rnl o JCmL'iumrr
R~'il'm"d I 11, 'P]J.SS-O ;93.
11. ;\i_.%!; ;K. A., Clement, R_.. &, PeHr-l lCI ' , L.
O.(HI.9'.9} I erceptiens of T acherCcnrrmmieative !W i T l~ and
Studenffi lntrinslcani! Exrr ins ic OIlotH'l.1twn. Til;
lHutlt'nlLtJf!Jj i1#}t': o I U~ t. V o l. 83, N~. 1. t1k) 2. : ! 'l
: 'lL
12 :l'@r, T \ L. ( ~ J .1 0 ) . An E~lowhl'["y S tt,dy orthu
ReI!] t jon 'h ip51 Ulctwccn TIa:,o:ry Kf\5 ! iu mrrtlon s and
,t1p~riol' C(Unl1Hl!'!'C'
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C 1 . Pra(iicror,s~ (Con : s t [mr J . I m J . u : e s m o f 1
LCI.H 'mgb. Pr~ .d iC"~Or$ .(Cansta rrt) I Im p r essio n l.e u v
in g, Precisc. Predierars: ceom;rtJrtt)j , l rnpress ion Lell\dn~
Pre '15"d. Dep 'Unf'J1t Va:d~lo~ Communjealof rmugr :
~. pt'crli~LM : (C IlSltHlf imp'; _ - -j ' tHble ' 2: i\NO'VA
Sum ,of MU!MQdeJ Sq;ulrt: F Si~"StJl1J~I'~S d f IJ.
