This section attempts at understanding one of the main themes concerning the research problem. The major themes pertinent to the research problem are identified in this chapter and existing research is being examined. The literature review discusses the work of various researchers related to management communication. The main contributions to management communication theory and practice are presented below on the basis of various publications. This literature is useful for identifying the main concepts and theories related to managerial communication and linking these to the findings in this research.
RAPPORT BETWEEN CUSTOMERS AND EMPLOYEE IN SERVICE EXCHANGES
Recently, personal relationships between customers and employees have been credited with contributing to better business transactions. It may be argued that many organisations succeeded without clearly planning personal relationships between their employees and customers. As this research will prove, such planning of communication is paramount for business success. The research investigates the rapport between customers and employees in the service sector by identifying two dimensions of this rapport. The two dimensions are loyalty, and intent and positive word –of-mouth communication. The research is focused on effect of these two dimensions contributing to customer satisfaction.
Customer interactions with the employees of firms vary according to many factors. It is important that the outcomes with regard to the interaction with customers are assessed with great attention as these outcomes are intangible. The contribution employees add to the firm is evaluated in relation to customer satisfaction. Identified good practice in a branch, such as Sainsbury Richmond, has the potential of being disseminated through all branches and thus raising the profile and efficiency of the entire organization.
There are five factors identified that are reckoned as positive influencers in the outcomes of the service firms. These five constructs are the components of an inter-personal bond. They are familiarity, friendship, rapport, care and trust. Rapport is studied in this section as it is a key component irrespective of whether the customer visits once or whether the interaction is repetitive. Moreover, rapport is the factor which has potentially large implications.
The nature of the rapport between customers and employees and its implications are studied in detail. Also, evaluated service encounters as they have become salient because of the intangible nature of the service interaction. In the instance of the judgement of a service encounter, rapport is particularly important. The perception of rapport makes the consumer feel satisfied with the service encounter. Therefore, it is important that the firm is proactive in maintaining a rapport with their customers.