| Abstract [eng] |
In this article the work of shop assistants of supermarkets of various sectors of towns of Šiauliai and Vilnius is discussed. The analysis of nonfiction literature allows making an assumption that service quality in personal sales may be investigated according to “interaction of needs groups with clients totality” – SABONE, made by F. Krolar. Ž. F. Krolar identifies these needs groups when communicating with customers: S (securite) – security; A (affection) – affection; B (bien-être) – comfort; O (orqueil) – pride; N (nouveaute) – novelty; E (économie) – economy. S (securite) – security. According to Sūdžius (2002), security is calmness and confidence in the first place after purchasing the good or service. As decision is associated with some kind of risk, an effective communication with customers aims to reduce this risk to minimum. A (affection) – affection. Львович (2004) defines it as the loyalty of the customer to brand of goods, items. As a rule, this kind of loyalty forms when a customer buys a good for the first time, guidance of salesmen and features of the item satisfy the customer’s needs. The very important thing is how the salesmen can communicate with a client. B (bien-être) – comfort. Comfort is mainly connected with the technical features of items, which ensure comfort for a client. Those features may be: compactness of item, ease of use, comfort ability, free package, delivery, light weight, long service. O (orqueil) – pride. Pride is more connected with individuality of the item or company’s winner’s moods. The customer is reminded that high level standard good will enable to use respective life’s advantages, to bask in to friends, to be different from them (Sūdžius 2002). N (nouveaute) – novelty. As Sūdžius (2002) claims, novelty is always important to customers, but only a small group of clients are concerned with it. Those clients often experiment and try innovations. [...]. |
