The Relationship In The Concept Of Mirroring And Retailing

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The relationship in which the salesperson has with the customer is said to be the most influential within the retail setting. The interaction creates an opportunity for the customer to directly communicate with the brand they are purchasing. Thus allowing the customer to draw upon their interactions to evaluate retail service quality (Newman & Patel, 2004). Foster & Resnick (2011) expresses that the challenge for organisations is to ensure consistency of the delivery in these encounter. They highlight that this can be problematic retailing due to the large yet diverse amount of sales staff and that the delivery is perceived differently for each customers.

According to Kim & Kim (2012) whom conducted a comprehensive review of the current
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However, further investigation revealed that when the concept of ‘Mirroring’ and ‘Matching’ emerged. The Mirroring aspect showed that in relation to the age of sales associates, ’Young people like to ask someone younger as they feel more comfortable’. The concept of ‘Matching’ was raised when customers reported that ‘they sought advice from retail store staff who ‘matched’ their perceptions of what a sales assistant with good knowledge of the product/problem should look like’. Both showing that the age of the salesperson was relevant to their in-store decision making. The study also showed that sales assistant’s age is perceived to be strong indication of whether that person had the relevant technical expertise or not e.g. their age implied a longer service time in that particular industry equalling a more credible source of information …show more content…
The attractiveness of a source influences consumer behaviour, and attractive persons or models are normally used in advertising and promotion (Ohanian, 1991) Buyers have a more positive impression of an attractive salesperson and tend to think that they have better sales performance and selling effectiveness Ahearne, Gruen and Jarvis (1999). Attractive people have been shown to be more persuasive in delivering the same message than those who are less attractive (Chaiken, 1979). As a result, attractive salespersons induce stronger buying intention (Kahle and Homer, 1985, Reinhard et al.,

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