Transactional Communication Model: Overcoming the Challenge of Product Knowledge Differences in the Organizational Communication Process

DOI

10.2991/978-94-6463-756-4_6How to use a DOI?

Keywords

Interactive Communication; Transactional Communication; Vertical Communication; Product Knowledge; Sales Representatives

Abstract

Product knowledge discrepancies refer to differences or inconsistencies in the way individuals understand and interpret product-related information. This occurs when there are variations in understanding, interpretation, or assessment of a product between different stakeholders, such as consumers, sales representatives, or leaders in an organization. The aim of this research is to analyze the causes of differences in knowledge about products and identify communication challenges in the vertical communication process at PT. XYZ. This research uses a case study method with a qualitative approach to find the right solution. The research results found that differences in product knowledge that occurred during vertical communication came from errors in interpretation by sales representatives due to failure to decode messages conveyed by leaders, resulting in differences in the interpretation of product information. The vertical communication process carried out at PT. XYZ did not achieve its goal due to the stages of the communication process not going well due to the recipient’s lack of ability to ask or reconfirm with the sender of the message. The research concludes that interactive and transactional communication in the vertical communication process between leaders and sales representatives can increase product knowledge, improve unclear communication and interactions and can overcome challenges in interpreting product information so as to create a common understanding.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Idzni Sabila
AU  - Elly Yuliawati
PY  - 2025
DA  - 2025/05/29
TI  - Transactional Communication Model: Overcoming the Challenge of Product Knowledge Differences in the Organizational Communication Process
BT  - Proceedings of the 9th International Conference on Communication and Media (i-COME 24)
PB  - Atlantis Press
SP  - 53
EP  - 64
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6463-756-4_6
DO  - 10.2991/978-94-6463-756-4_6
ID  - Sabila2025
ER  -