Explaining the Dimensions of Market Culture and Salesperson Culture in Tehran

Subject Areas : Journal of Cultural Management

Vahid Sedaghat Ahangari Hossein Zadeh ¹ ( Ph.D. Student in International Marketing Management, Management and Economics Faculty, University of Tarbiat Modares, Tehran, Iran )
Seyed Hamid Khodadad Hosseini ² ( Professor, Business Administration Department, Management and Economics Faculty, University of Tarbiat Modares. Tehran, Iran( Corresponding Author): [e-mail] )
Asadollah Kordnaeij ³ ( Professor, Business Administration Department, Management and Economics Faculty, University of Tarbiat Modares, Tehran, Iran )
Mansooreh Lola’avar ⁴ ( Assistant Professor, Social Science Faculty, University of Tehran, Tehran, Iran )

Received: 2018-09-18 Accepted : 2018-12-28 Published : 2018-09-23

Keywords: Customer-Orientation, Hospitality, Responsiveness, Socialization, Respect,

Abstract :

Introduction and Research Purpose: To avoid customer churn or customer switching in the competitive market of coffee shops, it’s recommended that shops focus on the salesperson's behavior which is affected by market culture and salesperson culture. The purpose of this study is to explain the values-based dimensions shaping these two cultures based on the problem-solving approach and a context-based approach. Knowing these cultural values is the basis for improving these two cultures and their manifestation in the behavior of salesperson can lead to customer loyalty. Research Methodology: This descriptive research was conducted through a survey and using the questionnaire to collect data from coffee shops in Tehran. After completing a sample test in ten coffee shops and their seventy customers, the final questionnaire was adjusted. In the end, twenty-five coffee shops were selected through purposive sampling method and the questionnaire was distributed among their two hundred customers chosen by convenience sampling method. Findings: Socialization, Customer-Orientation and Hospitality were recognized as the values shaping the coffee shop Market Culture. Also, Respect and Responsiveness were approved as the values shaping the Salesperson Culture. Results: The findings indicate that improving social interactions with customers, paying attention and making a good relationship with them improve coffee shop culture. Also, salesperson’s respect to customers while willing to help and provide them with quick services boosts the salesperson culture.