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Communication Competencies

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A DEVELOPMENT OF CONCEPTUAL FRAMEWORK FOR STUDYING COMMUNICATION COMPETENCIES AMONG DIRECT SELLERS IN MALAYSIA

FOR
THE 12TH ABC ASIA-PACIFIC CONFERENCE
AT DOSHISHA UNIVERSITY, KYOTO, JAPAN
ON MARCH 13 – 15, 2013

FIRST AUTHOR
NUREDAYU OMAR (PRESENTER)
UNIVERSITI UTARA MALAYSIA nuredayu@uum.edu.my CO-AUTHOR
PROFESSOR CHE SU MUSTAFFA
UNIVERSITI UTARA MALAYSIA chesu402@uum.edu.my *THIS MANUSCRIPT IS ORIGINAL AND HAS NOT BEEN PUBLISHED ELSEWHERE

A DEVELOPMENT OF CONCEPTUAL FRAMEWORK FOR STUDYING COMMUNICATION COMPETENCIES AMONG DIRECT SELLERS IN MALAYSIA

Many studies have been conducted related to communication competencies since the last decade until now. However, the availability of the studies on communication competencies has not been explored in depth particularly in the direct selling context in Malaysia. To understand the direct sellers’ communication competencies, a conceptual framework will be built based on related literature studies. Literature reviews have shown a variety of studies on communication competencies from the behavioral and cognitive perspectives. Although numerous studies have provide understanding of communication competence in various context, there is a gap in viewing communication competencies in a more dynamic context, particularly in the process of communication of direct sellers with their potential customers. This paper attempts to discuss the importance of a dynamic research related with communication competencies by developing a conceptual framework for a direct selling as a communication process.

INTRODUCTION

The key purpose of this paper work is to discuss the need of developing a conceptual framework for studying communication competencies of direct sellers in Malaysia.

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