Computer-mediated communication in sales: Exloring the influence on the buyer-seller relationship

This study focuses on computer-mediated communication and its impact on sales in the food service industry through the lens of qualitative research. The philosophy driving this study is the emphasis on the sales representative to establish and maintain customer relationships through all modalities possible, resulting in increasing sales (Winer, 2001). Walther's (1992) Social Information Processing Theory provides the theoretical basis for this study in explaining the process by which individuals create and maintain relationships through two or more computer modalities. The intention of this study was to explore preferred methods of computer-mediated communication and the purpose driving the use. The design of this study was an ethnographic approach consisting of a series of observations and customer interviews. The results of this study suggest that only after a face to face interaction can a strong seller / buyer relationship be maintained through computer-mediated communication. The findings contribute to communication studies and business studies in relation to the sales communication approach with customers through technology mediated communications.