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PASAA

Publication Date

2023-01-01

Abstract

Communicating in a foreign language can be a traumatic experience for a large number of language users, and having to use a foreign language can lead to anxiety or communication apprehension. In cases of salespersons, communication apprehension can adversely affect sales performance and the ability to engage customers and close deals. The present study aimed at investigating the levels of communication apprehension among Thai salespersons during oral sales presentations in English, explore the perceived effects of communication apprehension on sales presentations, and identify coping strategies employed by Thai salespersons to manage their communication apprehension. Quantitative data from self-report questionnaires and qualitative data from semistructured interviews were gathered, and descriptive statistics were used to analyze quantitative data and thematic analysis was employed to analyze qualitative data. The results revealed that the overall level of communication apprehension among Thai salespersons during oral sales presentations in English was moderate. As for the perceived effects of communication apprehension on sales performance, salespersons in this study felt that high communication apprehension led to negative effects such as low self-esteem, dependence on peers, and avoidance of customer interactions. In contrast, low communication apprehension resulted in customer enjoyment and a positive impression. Finally, in terms of coping strategies, Thai salespersons employed strategies similar to the ones generally used by second-language learners including circumlocution, semantic avoidance, word coinage, language switch, asking for clarification, non-verbal strategies, and avoidance. The findings of this study could be utilized as baseline data for development of a training program to help salespersons cope with their communication apprehension.

DOI

10.58837/CHULA.PASAA.65.1.10

First Page

263

Last Page

297

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