The staging of the service relationship. The salesman's role at stake

La mise en scène de la relation de service. Le rôle du vendeur en question

Anne Dietrich () and Léna Masson ()
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Léna Masson: LUMEN - Lille University Management Lab - ULR 4999 - Université de Lille

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Abstract: This paper reports on a work in progress on the future of the figure of the salesperson in a specialized retail chain. After a presentation of the evolutions of the sector, we underline the interest of an interactionist approach to analyze the seller-customer relationships. We first highlight how the company makes sense of its environment. We then show how this sensemaking process refocuses attention on the role of the store and the service interaction. Finally, we highlight how this reflection models the customer journey, and contributes to defining new roles for the salesperson, making him or her an actor in the capture process.

Keywords: salesman; Relation de service; interaction; sensemaking; vendeur; plateformisation; Service relationship; platformization (search for similar items in EconPapers)
Date: 2021-10-15
New Economics Papers: this item is included in nep-ore
Note: View the original document on HAL open archive server: https://hal.science/hal-03382804
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Published in 24ème colloque Etienne Thil, Oct 2021, Roubaix, France

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