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EFFECT OF COMMUNICATION SKILLS ON SALES PERFORMANCE AND CUSTOMER SATISFACTION: AN APPLICATION ON THE AGENCY REPRESENTATIVE

Abstract

Author(s): Ali TÜRKER, Gülay ÖZALTIN TÜRKER

Social human beings must communicate with the environment in order to survive throughout his life. Successful communication network of individuals make them successful in their social and professional life. Successful communication requires high communication skills. Communication skills aimed to be measured with different scales in different studies. Korkut Owen and Bugay (2014) they have developed communication skills scale (CSS) and they have determined that, skills consist of these factors: Communication Principles and Basic Skills (CPBS), Self-Expression (SE), Communication Willingness (CW) and Active Listening and Nonverbal Communication (ALNC). In this study, it is aimed to assess the impact of communication skills on customer satisfaction and sales performance based on the scale developed by Korkut Owen ve Bugay’?n (2014). Research universe selected as agency representatives, CSS was applied to 217 agency representatives working in two travel agency. As the result of research, four main factors of CSS have obtained. The research results; reveals that there are significant differences between the gender in terms of communication skills, sales performance and customer satisfaction. Also it has been found that two of CSS factors effective on customer satisfaction and one on sales performance.

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