1. Welcome
Group no-4
Mousumi Mallick - 120310
Rawshonara Khatun - 120330
Shima Akter - 120338
Feroza Khatun - 120350
Salesperson’s listening
ability as an antecedent
to relationship selling

2. Active listening
Information gathering process in
which the listener is fully engaged
in the conversation. Assures the
speaker they hear them.

3. Active empathetic listening (AEL)
3 dimensions
Empathy is understanding another’s
mind or capacity to recognize emotions.
Characterized as the ability to
“put oneself into another's shoes“
Sensing RespondingProcessing

4. Empathetic Listening_clip(1).mp4

5. AEL as antecedent to relationship building behavior
Trust
AEL
Relationship
Performance

6. Relationship
qualityAEL skills
H
:01
Trust
AEL skillsH
: 02

7. Mediators of sales performance
Trust
Relationship
quality
Trust
PerformancePerformance
Relationship
quality
H:03
H:04
H:05
? ? ?

8. Methodology
Sample:
2500 salespeople
175 completed and useable
questionnaires were received
Median age of 45 years
( ranges from 20-68)
142 ( a total of 81%)were male
Most of them involved in long term relationship
Some were involved in both long term and short term

9. Like-type Seven Point Scale
AEL Scale
Relationship
Quality
Trust

10. Confirmatory Factor Analysis (CFA) & Hypothesis Result
Relationship
quality
AEL skills
H : 01
= 0.32
AEL skills TrustH: 02
= 0.652
Relationship
quality
TrustH: 03
= 0.615
Performance
Relationship
quality
H: 04
= 0.516
Trust Performance
= 0.62H: 04

11. Managerial Implication
Active empathetic
learning(AEL)
greater levels of relationship
quality
superior levels of trust.
 active listening behaviours
 sales interaction from the buyers’
point-of-view
Role playing
full AEL scale

12. Limitations of AEL
Self report measures
limit the interpretation
Common method Bias
Single indicator
Constructs overlap
in meaning
Multiple definitions

13. Thank You