How situational circumstances modify the effects of frontline employees’ competences on customer satisfaction with the store |
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Institution: | 1. Universidad Autónoma de Madrid, Madrid, Spain;2. Barcelona School of Management – Universitat Pompeu Fabra, Barcelona, Spain;1. University of Auckland, 12 Grafton Road, Auckland, 1010, New Zealand;2. Universiti Malaysia Sabah, Jalan UMS, 88400, Kota Kinabalu, Sabah, Malaysia;3. University of Wollongong, School of Managements, Operations and Marketing, Faculty of Business, Wollongong NSW, 2522, Australia |
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Abstract: | This article aims to analyze whether the effectiveness of frontline employees' competences (task and interaction) at managing customer satisfaction with the store differ depending on situational circumstances, specifically, on type of query (consultation vs. assistance) and store crowding. A qualitative study was used to investigate the importance of these two situational circumstances in sales encounters. Subsequently, the hypotheses were tested by a quantitative study based on a survey of 575 customers about their shopping experience. The findings indicate that the effect of frontline employees’ task competence on customer satisfaction increases when the store is crowded, while the effect of interaction competence is stronger in relation to consultation queries than to assistance queries. Important theoretical and practical implications for frontline employees and store managers are outlined. |
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Keywords: | Customer satisfaction Frontline employee competences Situational circumstance |
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