| Summary: | 碩士 === 高雄醫學大學 === 心理學研究所 === 96 === Making a comprehensive survey of the trend that the economical development in a country, we can find that service industry has become a vigorously developed trend which cannot be halted.
In the survey of service quality in Taiwan, top sales in variety of services referred to the concept of “Making friends with customers” coincidentally. However, we can find there are all sorts of practical methods about sales skills and more and more related books in the bookshops. But little people find the reasons why service providers can develop relationship of friends with service recipients successfully and what is the mental mechanism behind what we see on the surface.
Therefore, the researcher took case study. This case the researcher chose was reported recently by Business Week for being acquired “Top Sales” in automobile business. Through in-depth interviewed the sales and his important customers, cooperated automobile sales, previous colleagues and the other two “Top Sales” in automobile business, in expectation of collecting all kinds of information from different aspects. According to the above information, the researcher illustrated the development of relationship between the providers of service and his customers.
The result indicates that there are six significant factors influencing the development of relationship between the sales and his customers through the time’s sequence of selling cars and interactions from first knowing, closing a deal, presenting a car to after sales service. The six important factors include “kindness and cordiality” , “treating all men alike” ,“straightforwardness” ,“profession and enthusiasm” ,“keeping in touch” and “offering help”. By analyzing attribution information of consensus, consistency and distinctiveness of customers, the researcher illustrated the crucial factor that why those successful sales who offer service can develop the relationship of friends with customers is beyond the expectation of customers. And the expectation of customers also adds with more and more time and frequency of interactions, which is similar to a dynamic development of relationship that even the sales and customers didn’t interpret mutual relationship, but by the experiences of interactions, the substantiality of mutual relationship can make change. So, when the sales offer service to customers, they must offer different service in terms of the need of each customer and they have to express their care clearly and specifically. Finally, after customers’ overall evaluation about the attribution process of the result of mutual interactions, the consequences of evaluation could influence the development of relationship.
Key words：service encounter, case study, in-depth interviewing
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