A Dyadic Analysis of Salespersons and Customers in Banking Sector: Humor Usage, Word of Mouth and Expectation of Continuity

Abstract

In business world, organizations cannot afford to ignore satisfaction level of well-informed customers
with increasing demands. Angry and annoyed customers switch to other outlets, involve in negative word
of mouth and lower intentions of continuity. This study aims to explore dyads customer-salesperson
perceptions with respect to word of mouth and expectation of continuity. This study is an endeavor to
gauge impact of humor from both perspective i.e. customers and employees. A survey was conducted to
collect data from customers and sales staff of banks through self-administered questionnaire with
response rate 82%. Data has been analyzed using correlation coefficient and regression analysis in
Statistical package of social sciences (SPSS). Research affirms that customer’s perception of humor usage
at workplace has significant influence over word of mouth and customer’s intentions of continuity.
Research also concludes that salesperson’s perception of humor is not significantly related to word of
mouth and customer’s expectation of continuity. There is a common quotation in banking sector
“Customer is always Right”. With increasing competition, there is big worth of customer’s say so
management of organizations is suggested to ensure use of humor in proper ethical way. This study also
explores new horizons to investigate humor usage from culture, racial and religious perspectives.