Improving Customer Service in a Large Department Store Through the Use of Training and Feedback

The effect of verbal and graphic feedback on the data-recording behavior of direct care trainers

“…Mace, Cancelli and Manos (1983) reported that immediate feedback and praise may not be required to achieve positive results and suggested that future studies try a more flexible or intermittent schedule. Finally, Brown, Malott, Dillon, and Keeps (1980), in a study wherein feedback functioned as an adjunct to training, found that feedback presented before the opportunity to respond appeared to change the path of the behavior that followed. While the above-mentioned studies described successful outcomes, they also involved large blocks of staff and employee time.…”

“…The effect of time of feedback delivery has not been considered in prior studies, was not definitively answered in this investigation, and is a variable that could be considered in future studies in light of the mixed findings in the training literature. In the Brown et al (1980) study, feedback functioned as an adjunct to training. These authors reported that feedback presented before the opportunity to respond appeared to change the path of the behavior that followed.…”

Factors influencing employee perceptions of customer service climate

“…Unfortunately however, numerous hours of training does not always lead to marked improvements in customer service behaviors. If training does not work, companies should try other techniques, such as information feedback, which has been shown to improve customer service performance among salespeople at a large department store (Brown, Malott, Dillon, and Keeps, 1980). Based on this research, it was hypothesized that, Hypothesis 3 To the extent that management is seen to provide adequate resources to lower social obstacles to customer service performance, as exemplijed by having appropriate staj%tg levels and providing appropriate decision-making authority and adequate training, employee perceptions of customer service climate will be favorable.…”

Using Goals, Feedback, Reinforcement, and a Performance Matrix to Improve Customer Service in a Large Department Store

“…In addition, getting customers to fill out survey forms can be difficult. Brown, Malott, Dillon, and Keeps (1980) handed out over 500 evaluation forms to customers in a department store, and even though there was a chance to win a $100 gift certificate for returning a form, not a single evaluation form was returned. Sales figures may also be used as an indicator of overall customer service.…”

“…Brown et al (1980) operationalized customer service by isolating four classes of operant behavior: approach, greeting, and courtesy to each customer and closing customer sales. Each component was described in a specific operational definition that was then used to collect data concerning the frequency of each behavior via direct observation.…”