Abstract

In this paper we use qualitative data to identify how pharmacy frontline sales employees try to build rapport toward embarrassed clients using nonverbal interpersonal communication (NVIC). Upon doing so, we build on a conceptual framework where NIVC can create rapport in embarrassing situations, with the client usually preferring the salesperson who, through expressive similarity, connects himself/herself with the client’s emotion and behaves discreetly, preserving the client from unnecessary exposure. Four methods were triangulated, including the critical incident technique. Results show that rapport building on the part of these salespeople by means of NIVC toward embarrassed clients is eminently amateurish, as these employees do not receive any prior training to perform in a more professional way. A relevant academic contribution comes from challenging the preconception that the categories of rapport are mutually exclusive and exhaustive, allowing the initial conceptual framework to be reconfigured as a new category of rapport is included. In practical terms, this research is also distinctive, since it suggests that, as a peculiar locus for embarrassment, pharmacies take these clients’ emotion in a more serious way, searching for ways to mitigate it through better training of salespeople, as this effort may translate into higher customer satisfaction and loyalty.

摘要

在本文中，我们使用定性数据来确定药房一线销售员工如何尝试使用非语言人际交流 (NVIC) 与尴尬的客户建立融洽的关系。在这样做的基础上，我们建立在一个概念框架上，NIVC 可以在尴尬的情况下建立融洽的关系，客户通常更喜欢销售人员，通过表达的相似性，将自己与客户的情感联系起来并谨慎行事，避免客户不必要的暴露. 对四种方法进行了三角测量，包括关键事件技术。结果表明，这些销售人员通过 NIVC 与尴尬的客户建立融洽的关系是非常业余的，因为这些员工没有接受任何先前的培训来以更专业的方式开展工作。一项相关的学术贡献来自于挑战融洽的类别是相互排斥和详尽无遗的先入之见，允许重新配置最初的概念框架，因为包含新的融洽类别。实际上，这项研究也很独特，因为它表明，作为尴尬的特殊场所，药店更认真地对待这些客户的情绪，寻找通过更好地培训销售人员来减轻这种情绪的方法，因为这种努力可能会转化为更高的客户满意度和忠诚度。