Mark G. Brown

Date of Award


Degree Name

Master of Arts



First Advisor

Dr. Richard W. Malott

Second Advisor

Dr. Dale M. Brethower

Third Advisor

Dr. Cheryl E. Poche

Access Setting

Masters Thesis-Open Access


The purpose of this study was to increase the frequency of four specific customer-service behaviors in three full-time department store salespeople. Each related to the steps involved in a sales transaction, the behaviors recorded were: approaching and greeting customers, being courteous, and appropriately closing the sale. These four responses were defined as exceptional customer service behaviors. A training program had only a slight impact on improving service, but feedback produced a substantial improvement in the frequency of all four targeted customer-service behaviors Removal of feedback produced a small decline in performance; but the percentage of exceptional customer-service behaviors increased to approximately the same levels as those obtained during the Feedback phase, when we told salespeople that their service would be evaluated by customers they waited on. These results suggest that some forms of training may not greatly improve customer service, but feedback on performance while on the selling floor perhaps combined with a training program can produce considerable improvement.