Article can be accessed online at http://www.publishingindia.

com

A Study on Impact of Employee Behaviour on

Customers Buying Decision
Arun Sherkar*

INTRODUCTION You have to know who your customers are and what they
need.
A customer is an individual or business that buys the Customer desires set the bar for consumer loyalty which
merchandise or administrations delivered by a business. likewise influences repurchase choices and customer
Pulling in customers is the essential objective of most reliability. On the off chance that a customer feels like
open confronting organizations, since the customer makes you didn’t convey an administration that was normal, they
interest for products and enterprises won’t return and purchase from you once more. On the
Fantastic customer administration and high consumer other side, in the event that you convey an administration
loyalty must begin with understanding customer desires. that surpasses customers desires.
You have to know who your customers are and what they Individual to individual connections are progressively
need. When estimating consumer loyalty, organizations vital, particularly between the customer and the product
for the most part ask customers whether their item or or service provider.
administration has met or surpassed desires.
It incorporates relational sharing of specialized learning,
Organizations frequently follow “the customer is capacity to take care of an issue, capacity to impart,
constantly right” in light of the fact that upbeat customers decreased time to issue determination, obligingness,
are required to keep purchasing products and ventures persistence, eagerness, support, confirmation that they
from organizations that address their issues. Numerous comprehended my concern and my circumstance,
organizations nearly screen the connections they have relational abilities, and client discernments in regards to
with customers, frequently requesting criticism to learn professionalism of conduct, frequently including image
whether new items ought to be made or modifications and appearance.
made to what is right now advertised. Essentially
everyone in a cutting edge economy purchases items or
administrations from organizations, thus nearly everyone Employee Behaviour
at any rate at times goes about as a customer.
Employee behaviour is defined as an employee’s reaction
The expressions “customer” and “buyer” are relatively to a particular situation at workplace. Employees
synonymous. Customers are characterized by their buy need to behave sensibly at workplace not only to gain
of products, or their contracting for administrations, as appreciation and respect from others but also to maintain
the shopper, or end customer. As the term is normally a healthy work culture. One needs to adhere to the rules
utilized, a customer is the end purchaser of an item. and regulations of workplace.
This recognizes genuine customers from affiliates and
merchants, who more often than not make buys to offer Source:http://www.managementstudyguide.com/
later employee-behaviour.htm

Fantastic customer administration and high consumer The term employee behaviour refers to the way in which
loyalty must begin with understanding customer desires. employee’s respond to specific circumstances or situations

*
Research Scholar, Tilak Maharashtra Vidyapeeth, Pune, Maharashtra, India. Email: [email protected]
20 Atithya: A Journal of Hospitality Volume 4 Issue 1 2018

in the workplace. While many elements determine an product, service, performance and previously held expec-
individual’s behaviour in the workplace, employees are tations. When performance exceeds expectations, positive
shaped by their culture and by the organization’s culture. disconfirmation occurs leading to satisfaction. Whereas,
Personal and corporate culture affects the way employees performance below expectations results in negative dis-
communicate and interact with one another and with confirmation and dissatisfaction.
management. Additionally, an employee’s beliefs affect
The employees of an organization are therefore vital for
his or her ethics and sense of ethical responsibility.
ensuring success in customers’ perceptions and satisfac-
Source: http://study.com/academy/lesson/employee – tions. As they are the persons ultimately responsible for
behavior – definition – issues-expectations.html, 14th providing a quality service that meets the expectations of
August, 2014 customers.

Organizations depend on their employees to deliver good LITERATURE REVIEW

quality services. However, within an organization, em-
ployee behaviour is impacted by a variety of forces, both
internal as well as external. These forces can either have Organisational Behaviour (Sixth Edition)
a positive or negative impact on their behaviour. Some
of these forces are positive environment, technology, and Concepts, Controversies and Applications –
customer demands. Organizations which can efficiently Stephen P. Robbins
build an internal culture that is based on mutual respect,
teamwork, and support will attract and retain employees In the first chapter The Author defines “Organizational
with good behaviour. Technology may help in facilitat- behavior as a field of study that investigates the impact that
ing the operations within the organization, thus helping individuals, groups and structure have on behavior within
employees to deliver services effectively. Customer de- organizations, for the purpose of applying such knowledge
mands is an external force that drives employee behav- toward improving an organization effectiveness.”
iour. Employees should try and adopt new changing cus-
Behavior is generally predictable and if we know the
tomer demands and mould their behaviour.
person how he has perceived the situation and what is
important, guest behavior may not appear rational, there
Consumer Perception/Expectation is a reason to believe and is usually intended to be rational
and is rational by them. An observer may see this behavior
Customer Perception is when the customer perceives the as non-rational because the observer does not have access
value and benefit in the product and service you are sell- to the same information or does not see the situation the
ing and the value they derive from that matches the price same way.
you have set and the experience they receive.

Consumer Perception = How your brand is perceived by Employee behaviours creating customer
your (potential) customers. satisfaction: A comparative case study on
service encounters at a hotel- OGUz Turkay,
A marketing concept that encompasses a customer’s Sakarya University, Turkey
impression, awareness and/or consciousness about a
company or its offerings. Customer perception is typi- Serkan Sengul- Abant Izzet Baysal University, Turkey
cally affected by advertising, reviews, public relations,
It is important to create a good customer employee
social media, personal experiences and other channels.
relationship which will benefit the customer satisfaction
Source: http://www.businessdictionary.com/definition/
which in return will benefit the organization. It is impor-
customer-perception.html
tant to find out which employee behavior has a greater
Customer’s perception is defined as the degree of concor- influence on customers perception about the organiza-
dance between expectations and experience where com- tion. To analyze the same structured interviews and focus
parability is apparent. Customer satisfaction is viewed as group interviews were conducted with employees from
the outcome of a comparison process between perceived five star hotel who are in constant interaction with cus-
 A Study on Impact of Employee Behaviour on Customers Buying Decision 21

tomers. The findings state that there are three important The Role of Technology Readiness in
positive employee behaviours which are Being Polite Customers’ Perception and Adoption of Self-
and Cheerful, Making the customer feel special and be- Service Technologies
ing Knowledgeable enough to respond to the questions.
There were two negative findings which state that giving Authors: Chris Lin, Jiun-Sheng [email protected]
negative answers and strong reactions to questions and Pei-ling Hsieh
being sulky. It was also noticed that the employees and Source: International Journal of Service Industry
customers had a mutual opinion on the negative and posi- Management. 2006, Vol. 17 Issue 5, p497-517. 21p.
tive impact of these behaviours.
This study aims to examine how technology readiness
Authors: Kumar, Sanjay (TR) influences customers’ perception and adoption of
Source: Journal of Food Products Marketing. May/ self-service technologies (SSTs) through development of
Jun2015, Vol. 21 Issue 3, p306-318. 13p. an empirical model to explore the relationships among
TR, perceived service quality, satisfaction and behavioral
The article aims to study the buying decisions of intentions toward SSTs. This study represents an early
Indian consumers, of packaged food and to analyze attempt at explaining the role of TR in customer SST
the demographic impact dynamics on their behavior usage.
and their perception about the strategies of different
leading food retailers across the National Capital
region being practiced. Six different retailers—viz. Big Linking Employee Behaviour to External
Bazaar, Spencer’s Retail, Reliance Fresh, 6Ten retail Customer Satisfaction Using Quality Function
stores, convenience stores, and kirana (mom-and-pop) Deployment
shops—the attempt of this research was to examine
the consumer’s perception for the strategies adopted by Authors: Hanna, V, Backhouse, C.J., Burns, N.D.2
these retailers’ in selling of packaged food. The reason [email protected]
why these retailers were chosen was to assess the impact as
a whole from organized food retail as well as unorganized Source: Proceedings of the Institution of Mechanical
food retailing on consumer buying decisions. Voluntary Engineers - Part B - Engineering Manufacture (Professional
925 Respondents from the cities Delhi, Gurgaon, Noida, Engineering Publishing). Sep2004, Vol. 218 Issue 9,
and Faridabad were interviewed using a structured p1167-1177. 11p.
questionnaire and the method used was stratified random
sampling method. This paper considers the relationship between human
behavioural patterns occurring in industrial environments
to the general level of external customer satisfaction, the
Employee Behaviour and Relationship Quality: hypothesis being that by correlating behaviour patterns
Impact on Customers to levels of customer satisfaction a route can be found
to improve performance by changing behaviours. A
Authors: Beatson, Amanda Lings, Ian Gudergan, Siegfried modification of the quality function deployment (QFD)
technique is used to relate attributes that external
Source: Service Industries Journal. Mar2008, Vol. 28
customers value to internal behavioural patterns.
Issue 2, p211-223.

This paper examines relationship quality as a multidimen- Helping Employees Deal with Dysfunctional
sional metaconstruct comprising three dimensions; satis- Customers: The Underlying Employee
faction, trust and commitment. The role of relationship Perceived Justice Mechanism
quality in its nomological network with service orienta-
tion as an antecedent construct and consumers’ positive Authors: Gong, Taeshik, Yi, Youjae2 youjae@snu.
behavioural intentions, perceived switching costs and ac- ac.kr,Choi, Jin Nam
tivism as the consequences is explored. Source: Journal of Service Research. Feb2014, Vol. 17
Issue 1, p102-116. 15p.
22 Atithya: A Journal of Hospitality Volume 4 Issue 1 2018

This research explores job stress interventions for em- shortcomings of general models. It doesn’t portray a
ployees dealing with legitimate customer complaint be- particular purchasing circumstance in the abundance of
havior, managerial interventions relating to illegitimate, detail required to make a model operational, and it can’t
unreasonably dysfunctional customer behavior have been be measured. Be that as it may, sweeping statement offers
largely overlooked. Drawing on justice theory and us- a compensating set of advantages. The model displays
ing survey and experimental data, this study investigates an extensive perspective of organizational buying that
perceived justice as the underlying mechanism through empowers one to assess the pertinence of particular
which managerial interventions affect satisfaction and factors and, along these lines, licenses more prominent
loyalty among employees exposed to dysfunctional cus- knowledge into the essential procedures of industrial
tomer behavior. buying behavior. It recognizes the classes of factors that
must be inspected by any understudy of organizational
Consumer Behavior: Buying, Having, and Being buying, expert or academician. Although major logical
advance in the investigation of organizational buying will
MR Solomon, DW Dahl, K White, JL Zaichkowsky… - come just from a cautious investigation of connections
2014 - Academia.Edu
among a couple of factors inside a given class, this
In the Twelfth Edition, Solomon has amended and general model can recognize those factors that ought to
refreshed the substance to reflect significant marketing be considered.
patterns and changes that effect the study f consumer
behaviour. Since we are all consumers, a significant A Multi-Method Investigation of Consumer
number of the subjects have both professional and
personal pertinence to students, making it simple to apply
Motivations in Impulse Buying Behavior A
them outside of the classroom. The refreshed content is Hausman - Journal of consumer marketing,
rich with up-to-the-minute talks on a scope of topics, for 2000 - emeraldinsight.com
example, “Dadvertising,” “Meerkating,” and the “Digital
Self” to keep up an edge in the fluid and developing field This study utilized both qualitative and quantitative
of consumer behaviour. information to test theories identified with shoppers’
inspirations to take part in impulse buying. A grounded
A Model of Industrial Buyer Behavior- JN Sheth - hypothesis approach was utilized to create theories from
The Journal of Marketing, 1973 – JSTOR top to bottom interviews. These speculations were tried
by the collection and analysis of survey data. Information
The motivation behind this article is to portray a model of bolster the hypothesis that drive purchasing is a typical
mechanical (organizational) buyer behaviour. Significant technique for item choice, to a limited extent, on the
information on hierarchical buyer behaviour as of now grounds that the shopping demonstration and imprudent
exists and can be classified into three categories. The item choice give hedonic prizes. Additional data handling
main classification incorporates a lot of systematic em- over-burden jumbles item determination, strengthening
pirical research on the buying strategies and practices of the rewards to be acquired from elective segment
purchasing agents and other organizational buyers. The heuristics, similar to impulse buying.
second incorporates industry reports and perceptions of
industrial buyers. Finally, the third class comprises of
books, monographs, and articles which investigate, hy- Religious Contrasts in Consumer Decision
pothesize, sometimes report on industrial buying activi- Behaviour Patterns: Their Dimensions and
ties. 4 What is presently required is a reconciliation and Marketing Implications
joining of existing information into a sensible and exten-
sive model of organizational buyer behavior. N Delener - European Journal of Marketing, 1994 -
Emeraldinsight.Com
A General Model for Understanding
Organizational Buying Behavior FE Webster Jr, Y Studying the impact of the religious develop on customer
Wind - The Journal of Marketing, 1972 – JSTOR decision making is essential inferable from its solidness
after some time and the recognizable idea of a large number
The general model introduced here can be connected to of its components. This exploration is, hence, intended
all organizational buying and endures every one of the to investigate the connections amongst religiosity and
 A Study on Impact of Employee Behaviour on Customers Buying Decision 23

consumer-related marital roles in automobile purchase causing motivation purchasing can be distinguished ex-
decision making. Information were gathered from perimentally by talk with information and perception of
Catholic and Jewish family units living in the North-East the mimical articulation of purchasers and nonbuyers.
district of the USA. Findings suggest that differential The outcomes bolster the validity of the systems utilized.
part behaviour shifts as per religious impacts. Results
may infer that advertisers should look for a specialty OBJECTIVES
inside a given market. Marketing need not be viewed as
a quick-fix answer for current issues, yet rather involving ∑ To study the impact of employee behaviour on
affectability in addressing the requirements and needs of customers.
the consumers served. In creating promoting marketing ∑ To study factors that influence customers buying
mix, the significance of the choice maker′s religiousness decision.
must be considered. In particular, improved information of
religious contrasts in utilization choice procedures ought
to have noteworthy effect on the adequacy of worldwide
DATA ANALYSIS AND FINDINGS
marketing systems.
Going an Extra Mile
The following four attributes are above and beyond
Impulsive Consumer Buying as a Result of
the Personal and Professional factors and considered
Emotions as ‘Going an Extra Mile’ from the hotel staff which
positively help the perspective and the satisfaction level
P Weinberg, W Gottwald - Journal of Business Research, of the customer.
1982 - Elsevier ∑ Personalized attention
The idea of impulse buying is talked about and charac- ∑ Understanding guests’ specific needs
terized as including purchase with high passionate enact- ∑ Friendly approach
ment, low intellectual control, and a generally respon- ∑ Patient listening to the guests
sive conduct. A study is led to explore whether feelings

81.61%

155 155 155 155

24 Atithya: A Journal of Hospitality Volume 4 Issue 1 2018

Customer Perspective on Going an Extra Mile extra mile and the characteristics beyond the personal
and professional traits have a positive impact on the
The following four attributes are above and beyond customers. The 4% customers feel going an extra mile
the Personal and Professional factors and considered should not be judge as a criteria in making a perception
as ‘Going an Extra Mile’ from the hotel staff which about the employee. It is an extra effort over and above
positively help the perspective and the satisfaction level the role of an employee.
of the customer.
Based on the 155 responses received, 95 respondents feel
∑ Personalized attention personalized attention is more important compared to
∑ Understanding guests’ specific needs understanding guest at 84 and friendly approach at lowest
at 68. Reasons could be analyzed as a customers may feel
∑ Friendly approach
the employees are venturing into their personal space.
∑ Patient listening to the guests
Personal Attributes
Overall Analysis of the Attributes considered a ‘Going an
Extra Mile’:
The following four attributes contributes to the ‘Personal’
Based on the responses from the customers, it is observed aspects of the hotel staff and the way they contribute
that more than 15% customers have been neutral, and towards building up a perspective about the satisfaction
more than 81% of the customers agree that going an level of the customer.

84.95%

∑ Well Groomed their perception about the personal attributes of the

∑ Smile employee.
∑ Body Language
The data analyzed for personal attributes from 155
∑ Overall Personality responses state that 83 respondents believe that well

Overall Findings of the Personal Attributes: groomed is an important personal attribute over smile &
Based on the responsesfrom the customers, it is observed body language with 80 each & overall personality with 62.

that while more than 12% customers have been neutral, (Overall personality has received a minimum less score
close to 85% of the customers agree that personal compared to other parameters. The parameters basically
attributes make a positive impact on the customers. The includes all the other parameters).
3% feel personal attributes do not an impact or change
9
 A Study on Impact of Employee Behaviour on Customers Buying Decision 25

Professional Attributes contribute towards building up a perspective about the

satisfaction level of the customer.
The following nine attributes contributes to the
‘Professional’ aspects of the hotel staff and the way they

85.19%

∑ Ethical at work Enthusiastic and Honest at 75 each, Courteous at 74,

10 Organized at 74, Dependable at 72, Ethical at Work with
∑ Alert
71 and Resourceful 67.
∑ Courtesy
∑ Organized
RECOMMENDATIONS
∑ Resourceful
∑ Enthusiastic ∑ Training and Development
∑ Responsiveness It is a known fact that the HR practices followed
∑ Dependable for the employees in organizations in an intention
∑ Honest of creating a positive impact on their performance.
This suggests that the effect of HR practices is not
always as expected; instead, their effect will change
Overall Analysis of the Professional Attributes as per the meanings that employees attach to it.
∑ Communication is an important part of the industry
Based on the responses from the customers, it is observed
and right efforts should be put in by employees.
that close to 12% customers have been neutral, More than
85% of the customers agree that the professionalism and ∑ Managers should help their subordinates acquire
the characteristics comprising of the professional attributes new skills and upgrade their knowledge and guide
does have a positive impact on the customers. From the them in the right direction.
responses received from 155 respondents on professional ∑ Employees should take new challenges and update
attributes 84 respondents feel. ‘’Alert’’ is an important their skills as it will improve their confidence.
attribute compared to others with responsiveness at 80,
26 Atithya: A Journal of Hospitality Volume 4 Issue 1 2018

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