The importance of communication skills of the salesperson (SP) on buyer satisfaction is fait accompli. However, how various facets of listening, along with the core components of SP's communication (i.e., content and diligence) contribute to the value creation process is poorly understood. The current research presents a conceptual framework to explain these effects and tests the model empirically. The authors conceptualize a framework for how critical aspects of SP's communication with customers differentially influence imagery versus transactional value creation. This process is explained with an application of the dual process theory. Partial least squares structural equation modeling (PLS-SEM) is employed to examine the theorized pathways within a sample of buyers of a large manufacturing firm in the United States. Results exhibit that while various facets of listening differentially contribute to the two value types, the core aspects of SP's communication mainly affect transactional value creation. Theoretical contributions and managerial implications are discussed.

销售员 (SP) 的沟通技巧对买家满意度的重要性是既成事实. 然而，人们对倾听的各个方面以及 SP 沟通的核心组成部分（即内容和勤奋）如何促进价值创造过程知之甚少。当前的研究提出了一个概念框架来解释这些影响并根据经验测试模型。作者概念化了一个框架，用于说明 SP 与客户沟通的关键方面如何对图像与交易价值创造产生不同的影响。这个过程是用双重过程理论的应用来解释的。偏最小二乘结构方程模型 (PLS-SEM) 用于检查美国一家大型制造公司的买家样本中的理论路径。结果表明，虽然聆听的各个方面对两种价值类型的贡献不同，SP 沟通的核心方面主要影响交易价值的创造。讨论了理论贡献和管理影响。