Acta Universitatis Danubius. Œconomica, Vol 8, No 4 (2012)

Abstract

In this paper I investigate the impact of gender role in the development of buyer-seller relationships. There was no recipe to convince who is best in sales - man or woman or who is the ideal buyer-female or male. Employers’ trend in banking in recent years is to choose women in front-office jobs. Depending on the membership of a particular kind I will analyze the factors perceived by customers as being important in the development of ongoing relationships with frontline staff and gender differences in buyer behavior on the one hand, and sales effectiveness on the other. In recent years there have been trends that the female vendors are perceived by buyers as they shows more empathy and less oriented sales and the interaction with buyer’s sex is important in determining the quality perception of these aspects of the relationship. Using the study and observation I will reveal the combined effects of gender interaction and gender differences in communication styles, customizing the client-counsels’ work in a branch bank.