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How employees affect consumer behavior

How Employees Affect Consumer Behavior


I am going to discuss how employees affect consumer behavior and what I

believe are the best ways to improve their effectiveness. I will be drawing

upon my experiences as a consumer and working in a retail environment.


No one fulfills your corporate philosophy or promotes your products and

services more than your employees. They are like ambassadors representing the

United States when the president can not be there in person. You need them to

act on your behalf when dealing with customers. If the customers aren't treated

well once in your store or business, what good does it do to use marketing to

get them into your store or business. You also have the problem of each

customer who was treated poorly, telling other people about their bad experience

with your company. This might not seem like a big deal, but it is and it's even

worse when people are telling others how great your competitor treated them.

I've had a few experiences where I have felt that I haven't been treated

properly or fairly by store employees. Most of the time I've been able to find

another person to help solve my problem and I was able to walk away a satisfied

customer. There are some instances when I have consciously went to a competing

business, because of the way I was treated. I know I am not the only person who

does this, so I feel it is very important to have a work force that helps market

your products, by being friendly and knowledgeable. This will prevent customers

from turning away from your products and services. Ask your workers if they

would recommend your product or service to their family and friends. If your

people lack confidence in your company, you need to find out why and fix it.

You want them to be proud to use your product or service so they can convey this

feeling to the customers.

Some of the things that turn off consumers are long lines and employees

who don't pay attention or just go through the motions. Rudeness, impatience,

and judgmental remarks are very damaging to your company image. Workers who are

poorly trained or don't know about your product or service serve no purpose and

let down customers. Lies, dishonesty, and promises that are broken cost

companies a lot of business when you look at the long run. Ask your workers if

they would recommend your product or service to their family and friends. If

your people lack confidence in your company, you need to find out why and fix it.

The first thing you need to do is let your employees know what you

expect of them, how much individual judgement they can use, and what the rewards

will be. Giving employees some flexibility in handling problems lets them know

that you trust them. Employees should know your companies products or services,

the company philosophy, and your industry. Make it clear to your employees how

important customer service is to everyone's future.

Make sure that your employees have been trained properly and have all

the resources they need to do their jobs. Include them in decision making and

explain company policies. Assure them that the will be backed, when a quick

response was needed to satisfy a customer. Explain to them the basics of social

interaction, like smiling and eye contact. Most importantly be a good example.

Have your best worker train the others in your organization and offer

additional training and development. Seek out opinions and ideas and let them

feel needed. You need to reward employees for their great service. If their

behavior isn't supported and rewarded they will never change. Give them

handwritten thank-yous and acknowledge them publicly when possible. When all

else fails offer monetary bonuses. The concept of employees as marketers is a

rather new one, but it is very import if you want to have a successful business.

Source: Personal Experience

Source: Essay UK -

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