The proactive employee on the floor of the store and the impact on customer satisfaction

Magnus Söderlund

Research output: Contribution to journalArticleScientificpeer-review

44 Citations (Scopus)


The present study examines employee proactivity (i.e., the employee initiates face-to-face contact with the customer on the floor of the store) and its impact on customer satisfaction. Two empirical studies (one survey and one field experiment) were conducted in a grocery retailing context. Both studies showed that employee proactivity boosted customer satisfaction. Moreover, the impact of employee proactivity on satisfaction was sequentially mediated by perceived employee effort and perceived employee performance. In relation to previous studies showing that many characteristics and behaviors of the employee in the service encounter influence the customer, the present study contributes by adding that the way in which the service encounter begins is causally potent, too.
Original languageEnglish
Peer-reviewed scientific journalJournal of Retailing and Consumer Services
Issue numberJuly
Pages (from-to)46-53
Number of pages8
Publication statusPublished - 20.03.2018
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management
  • the service encouter
  • employee proactivity
  • Customer satisfaction


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