How does the learning climate affect customer satisfaction?

Mei-Ling Wang

The Service Industries Journal, 2010, vol. 32, issue 8, 1283-1303

Abstract: This study investigates the role of the learning climate in the effective management of salespersons' behaviour in service encounters. This paper reports the development and testing of a two-level model in which salespersons' perceptions of the learning climate are related to their adaptive selling behaviour and their adaptive selling behaviour is, in turn, related to customers' evaluation of the salespersons' knowledge of customers and customer satisfaction. A total of 417 service encounters involving 88 bank consultants were analysed using hierarchical linear modelling, with results that support most of the proposed model. More specifically, learning climate was positively related to adaptive selling behaviour, and adaptive selling behaviour was directly related to customer satisfaction. In addition, adaptive selling behaviour was associated with customer satisfaction through customers' perception of the salesperson's knowledge. Both theoretical and practical implications are discussed.

Date: 2010
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DOI: 10.1080/02642069.2010.531263

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The Service Industries Journal is currently edited by Eileen Bridges, Professor Domingo Ribeiro, Ronald Goldsmith, Barry Howcroft and Youjae Yi

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