The Impact of Listening Behavior on Customer’s Purchase Intention and Buying Behavior: A Research on the Scope of Travel Agency Sales Representatives

The aim of this research is to examine the effect of active empathic listening behavior, which is a kind of listening behavior, on purchase intention and purchase behaviour in the case of travel agency. the participants of this research is composed of individuals who contact with an agent in the past 1 year. the participants are determined by convenience sampling method and data is collected through questionnaires.it is applied to 300 participants and 247 survey forms are subjected to analysis because of the control question. the results show that the active empathetic listening behaviour of salesperson, as a perceived by consumer, have a significant and positive effect on consumer purchase intention and purchase behaviour.