THE ROLE OF NON-VERBAL COMMUNICATION IN CUSTOMER RELATIONS

In her diploma thesis, the author researched the importance of business communication, focusing primarily on non-verbal communication in customer relations in retail, as it plays an increasingly important role day by day and has an impact on successful sales. The diploma thesis consists of a theoretical and a research part. She tested the stated propositions and confirmed them with the results of the survey. She found that customers attach very great importance to the personal grooming of sales staff, as well as to the tidiness of the shop.

Problem

In her diploma thesis, the author researched the importance of business communication, focusing primarily on non-verbal communication in customer relations in retail, as it plays an increasingly important role day by day and has an impact on successful sales.

Solution and Method

The diploma thesis consists of a theoretical and a research part. In the first, theoretical part, based on literature by various authors, she presented fundamental concepts from the field of communication in general and from the field of business communication with emphasis on non-verbal communication. She then presented the importance, functions and those forms of non-verbal communication which, in her view, play an important role in communication with customers.

In the second, research part, based on data obtained from the survey, she investigated what importance customers attach to the non-verbal communication of sales staff, their grooming and the tidiness of shops.

Results

She tested the stated propositions and confirmed them with the results of the survey. She found that customers attach very great importance to the personal grooming of sales staff, as well as to the tidiness of the shop. They consider the tidiness of the salesperson's hairstyle and face very important, as well as cleanliness in the shop.

Retail companies should therefore devote considerable attention to training employees on the subject of non-verbal communication and have rules of business communication for their employees, including rules on dress.