Washington, Sept 21 (ANI): A study has found that consumers do not report insensitive, disrespectful or rude behaviour by workers, preferring instead to just take their business elsewhere.
The research found that approximately one-third of consumers surveyed said they have been treated rudely by an employee on an average of once a month and that these and other episodes of uncivil worker behaviour make them less likely to patronize those businesses.
According to researchers from the University of Southern California and Georgetown University, customers rarely report such behaviour to employee supervisors.
It in turn ensures a relentless cycle of poor employee behaviour that leaves consumers angry and frustrated and saps businesses of customer loyalty, return business and profits.
The team surveyed 244 consumers and found that incivility is widespread. Consumers recalled incidents involving an uncivil employee in many industries, and particularly in restaurants and retailing.
Uncivil outbursts, as well as rude behaviour directed at customers and other employees were in some cases witnessed once a month by approximately one-third of the survey participants.
The study found that witnessing employee incivility makes customers angry and creates desires to "get back" at the perpetrator and the firm. Customers are less likely to repurchase from the firm and express less interest in learning about the firm's new services.
For managers who are made aware of the offending behaviour, their own harsh treatment of the employee can also prompt negative reactions from consumers.
"Regardless of the perpetrator or the reason, witnessing incivility scalds customer relationships and depletes the bottom line," report co-authors, Georgetown University Assistant Professor of Management Christine Porath and USC Professors of Business Administration and Marketing Debbie MacInnis and Valerie S. Folkes.
The findings have been published in the latest edition of the Journal of Service Research. (ANI)
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