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Observation of Behavior

Observation of Behavior

Over the decades, different businesses have developed principles which are to be followed by the employees for customer satisfaction as retail sector is based on a competitive market (Wall & Berry, 2007). Retail workers are required to follow the set guidelines, principles or a script when handling customers. The procedures followed by the workers are essential in the workplace as they depict ethics and courtesy while dealing with customers. Fast foods are one of the major businesses in the retail sector where script is often used in customer services (Namkung & Jang, 2007). However, some of the workers tend to work off a script due to various reasons. In order to identify the type of procedures used by workers in a fast food as well as their behavior, I used personal experience in obtaining the information.

Workers in a fast food are normally trained to follow a specific procedure when handling customers. The set guidelines are to be followed by all workers working in the hotel despite their roles. However, this is not the case as some of the workers do not follow the guidelines. At a KFC fast-food, I ordered a meal and took it slowly and spend time while observing the behavior of the workers and listening attentively and capture as much as I could. At one point I saw a supervisor summoning a worker who seemed to be new for behaving rudely. The summoning helped the worker correct his behavior. Most of the old workers portrayed fake enthusiasm in their work although they worked with substantial effort. The workers were cautious in working up to the standards in order to keep their job. From the observation, the standards were: Offering something extra to the customer, repeat the customers’ order, and ask the customer on anything additional that they required. The worker had to smile and speak courteously.

However, the script was not the same throughout as some workers remained gloomy and didn’t take much effort while taking an order. The other standard was to greet the customers, speak appropriately while using respectful titles. This draws the attention of the customer and develops a positive attitude. However, there was a scenario whereby as the customer enquired on the available foods, the worker responded using sign language other than speaking. The behavior put off the customer as the customer opted to leave for another hotel. Another standard was to attend to customers promptly. When a customer calls the worker for assistance the employee should respond to the issue immediately. Some of the workers ignored the customer’s request and assumed to forget the order. This showed either fatigue of the worker or simply an arrogant attitude.

Clearing of tables was up to standard as all the tables were clean. Handling issues immediately is essential as it prevents worsening of situations. In another scenario where I had to market a company’s new product, the script used was to communicate effectively and convince the customer to buy the particular product. The set standard was to persuade a customer until they purchase the product. The experience was challenging as nagging led to loss of customers as most of them ended up being angry. Most of the customers were rude which lowered motivation hence poor performance. The behavior of the workers impacts the society in that, the frequency of customers in the business depends on their satisfaction in the services offered.

In conclusion, some of the scripts used in retail businesses affects the business negatively as some forms of marketing methods are obsolete and hence should be replaced with online marketing so as to avoid the negative attitude of the customers .Further, scripts are important in guiding the work ethics and should be upheld especially in the retail business to enhance performance of the business.


Namkung, Y., & Jang, S. (2007). Does food quality really matter in restaurants? Its impact on customer satisfaction and behavioral intentions. Journal of Hospitality & Tourism Research31(3), 387-409.

Wall, E. A., & Berry, L. L. (2007). The combined effects of the physical environment and employee behavior on customer perception of restaurant service quality. Cornell Hotel and Restaurant Administration Quarterly48(1), 59-69.