Study of Behavioural skills of retail employees

Komal Chopra


The paper investigates the behaviour skills of retail sales employees from the view point of customer expectations. Primary data for the study was collected from from customers visiting three different types of retail formats in Pune. The results were analysed using Friedman test and Kruskal Wallis test. The results showed that convincing abilities and complaint management were top two skills expected from sales employees by customers. This paper is important for the retail industry in terms of improving those skills where customers have a higher expectation from sales employees. 

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