Men versus Women in the Sale of Financial Products

Daniel Michael Vasiliu ()
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Daniel Michael Vasiliu: Doctoral School of Economics, “Al I Cuza” University of Iasi, Romania

Acta Universitatis Danubius. OEconomica, 2012, issue 4(4), 68-75

Abstract: In this paper I investigate the impact of gender role in the development of buyer-seller relationships. There was no recipe to convince who is best in sales - man or woman or who is the ideal buyer-female or male. Employers’ trend in banking in recent years is to choose women in frontoffice jobs. Depending on the membership of a particular kind I will analyze the factors perceived by customers as being important in the development of ongoing relationships with frontline staff and gender differences in buyer behavior on the one hand, and sales effectiveness on the other. In recent years there have been trends that the female vendors are perceived by buyers as they shows more empathy and less oriented sales and the interaction with buyer’s sex is important in determining the quality perception of these aspects of the relationship. Using the study and observation I will reveal the combined effects of gender interaction and gender differences in communication styles, customizing the client-counsels’ work in a branch bank.

Keywords: customer orientation; customer advisor; customer care; financial services; genre (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:dug:actaec:y:2012:i:4:p:68-75

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