Wendy S. Zabava Ford

The differential impact of a basic communication course on perceived communication competencies in class, work, and social contexts

This study assessed the impact of a basic speech communication course on students’ perceptions of their communication competencies in class, work, and social settings. Analyses of pre‐ and post‐survey data obtained from students enrolled in a basic course indicated that the course had a differential impact based on communication context. While results showed perceived improvements for all three contexts, the improvements were significantly greater for the class context than for the work or social contexts. The differential impact of the course was found for perceived competencies related to public speaking, interpersonal communication, group communication, interviewing, and self‐confidence. Implications of the findings are discussed.

Communication and Customer Service

Service providers play a central role in organizations. This chapter integrates research on communication behaviors engaged in by providers in customer service interactions. Providers’ customer service styles may reflect a combination of courteous, personalized, and manipulative communication behaviors. The exact behaviors demonstrated in any given service interaction are greatly influenced by the provider’s status, the customer’s status, and time pressure. Providers may engage in courteous service behaviors, including phatic speech, nonverbal immediacy, and verbal immediacy. They may also offer personalized service by demonstrating a customer orientation, interaction involvement, information sharing, and social support. In addition, they may engage in manipulative service through such behaviors as bureaucratization, interaction control, compliance gaining, and emotion management. Whereas courteous and personalized service practices appear to contribute to customer satisfaction and compliance as well as p...

Confirmatory analysis of the factorial structure and validity of the service provider sociality scale

This investigation assessed the factorial structure and validity of the Service Provider Sociality Scale (SPSS). The SPSS was administered to 455 customers, including 255 undergraduate students attending a small Midwestern college and 200 residents in communities surrounding the college. Confirmatory factor analysis results indicated that the service provider sociality measurement model had significant composite reliability and discriminant validity. Implications and recommendations for further research are provided.