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2007-03-18

Personlig(!) påverkan

Ibland verkar det underförstått att "påverkan" av andra sker via ord, bilder, ljud och kanske beteende. Men nu är det också vetenskapligt bevisat att det fysiska utseendet kan betyda en hel del. Snygga medarbetare ger nöjdare kunder än fula! Experimentet gällde visserligen bokhandel, men det fiinns säkert  utrymme för generaliseringar.

Det är Handelsforskarna Magnus Söderlund och Claes-Robert Julander, Center for Consumer Marketing, som fäördjupat sig i ämnet. Deras artikel hittar du här. Sammanfattningen kommer här:

"Physical Attractiveness of the Service Worker and Its Effects on the Customer in the Moment of Truth

This study assesses if the service worker’s physical attractiveness has an impact on customer satisfaction in the moment of truth, and it also addresses the extent to which the customer’s emotions contribute to this impact. Data were generated by an experimental approach in which customers encountered either a service worker with a relatively high level of attractiveness (n = 66) or a service worker with a relatively low level of attractiveness (n = 66) in a store setting. A comparison of the level of satisfaction in these two groups revealed that customer satisfaction reached a significantly higher level for the customers who interacted with the physically attractive service worker."

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