EXAMINATION OF THE RELATIONSHIP BETWEEN EFFECTIVE COMMUNICATION, SALESPEOPLE`S SATISFACTION WITH THEIR MANAGER AND CUSTOMER RELATIONSHIP DEVELOPMENT

Erik Ruzic (), Dragan Benazic () and Sanja Dolenec ()
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Erik Ruzic: Juraj Dobrila University of Pula
Dragan Benazic: Juraj Dobrila University of Pula
Sanja Dolenec: Juraj Dobrila University of Pula

Economic Thought and Practice, 2017, vol. 26, issue 2, 501-516

Abstract: Customer relationship development represents a strategic goal for most organizations in contemporary market. In achieving this goal, salespeople as boundary spanners are crucial and particularly successful when highly satisfied. Satisfaction with manager is a part of the components that impact the overall employee satisfaction. Accordingly, sales manager’s attitudes, behavior and skills (such as communication skills) can significantly impact their subordinates’ satisfaction through their satisfaction with manager. The main aim of the study is to explore the relations between the components of effective manager’s communication (i.e. listening skills, open communication and effective feedback) and satisfaction with sales manager, as well as the relations between the above satisfaction with manager and customer relationship development. The results will provide deeper insights into the said relationships in the sales context. Moreover, the beneficiaries of the study would be sales managers that can provide the impetus to improve communication with subordinates in order to achieve greater satisfaction among subordinates with the management and the overall satisfaction with the final goal to eventually positively impact the relationship with the organization`s customers.

Keywords: customer relationship development; satisfaction with sales manager; listening; open communication; feedback (search for similar items in EconPapers)
JEL-codes: D12 M31 (search for similar items in EconPapers)
Date: 2017
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