Personalen som påverkansfaktor : Vilken påverkan har personalen i en butik på kunden?

Sammanfattning: The store manager can make great benefits of having an eye on how the staff works towards the customer, because the personnel is an important tool when competing with other stores. This paper is focusing on the part that relates to the staff in the store, which is one of the key tools in the competition for customers after the customer made it to the store. Many stores have guidelines which the staff should follow when they meet with customers. If the staff is too tightly controlled by these guidelines, customers can perceive the first encounter with the staff as artificial and as if the genuine friendliness does not exist. It is important that the staff looks at the individual customer and treat every customer in a personal way and that the staff can see the customer’s needs. There are several methods the staff can use to get the customer to choose to make their purchase in the particular store. If the staff does not have a good knowledge about the products they are selling, the customer may choose to make the purchase in a store with better service and better help when it comes to choosing the products. It is important that the staff has got a good knowledge and is able to compare different products to reach each customer’s needs. In many cases it may also be that the customer perceives the seller in a certain way, but the seller was thinking of appearing in a different way. This occurs for example when the staff tells that they make sure to greet every customer, but the customers still may feel neglected in many cases. In this paper, we highlight more similarities and differences between customers and staff perceptions and give more suggestions on how the staff can work with their approach to get the customers to complete their purchases in the store. The conclusions of this essay may be of interest to store managers and store employees who are working with customers. The essay provides multiple views on how customer service works.