Observation of listening behaviors in retail service encounters

This research aims to present observations of the listening actions displayed by service providers when interacting with customers in retail establishments. A composite of kinetic actions, verbal discourse, and behavior is observed and assessed as “listening actions”.

Service providers in 50 retail stores (personal apparel and specialty) in Dubai were engaged in mystery shopper interactions, each involving two fieldworkers – one of whom acted as a mystery shopper and the other as a secret observer. The typical norms of engagement in an interaction were quantified according to: whether the action took place (verbal actions and behavioral actions); and the frequency of the occurrence (kinetic actions).

The paper finds that listening behavior did take place; however, the frequency of occurrence of various actions was inconsistent across encounters. In addition, results differed according to the gender of the service provider and that of the customer, and service providers of retail clothing outlets which carried medium‐priced merchandise exhibited better listening behaviors than those in establishments that sold high‐priced goods.

Future research could include an examination of actual dialogue between the provider and customer.

This study contributes to knowledge about non‐verbal communication within service encounters. Implications for management include: determining the optimum frequency and occurrence of listening activities; and training service providers accordingly.