The effect of small talk in service encounters on relationship quality.

• Main Authors: Lim, Jerome Joshua Kai Kinn., Sim, Bernard Tiao Heong., Yip, Kelvin Siong Whai.
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Language: English
• Published: 2011
• Subjects: DRNTU::Business::Marketing::Customer services
• Online Access: http://hdl.handle.net/10356/43665
• Institution: Nanyang Technological University

This study examines the effect of small talk on the elements of relationship quality, which are namely trust, value, commitment, friendliness and understanding. Through a survey, we measured 157 Singaporean undergraduates on their perceptions of these variables with respect to different scenarios of a service encounter of a customer with a frontline service employee. Results show that the presence of small talk used by the service employee increases the participants’ level of perceived trust, value, understanding, commitment and trust. This implies that organizations should consider adopting the use of small talk in service encounters to improve relationship quality with their customers, which will ultimately lead to higher customer retention rate and increased profitability.