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Faculty Sponsor

Dr. Nichaya Suntornpithug


Department of Marketing/Management

University Affiliation

Indiana University – Purdue University Fort Wayne

IPFW Student Research and Creative Endeavor Symposium Award Winner

People's Choice


In the world of retail little research has been conducted on how employees resolve customer issues and why customer issues arise in the first place. Successful department stores have been able to differentiate themselves from their competitors by creating a pleasant shopping experience and by providing excellent customer service. One of the primary factors that contributes to a pleasant shopping experience and excellent customer service are the frontline employees. The quality and amount of training these employees receive is critical and affects the interactions they have with customers—contributing to an overall positive or negative experience. This study surveys sales managers at nine different Macy’s department stores in the state of Indiana. Sales manager are able to give a unique perspective since they are the primary individuals coaching and assisting associates with resolving customer service issues.


Business | Marketing

Department Stores: Organizational Culture, Customer Survey and Employee Empowerment

Included in

Marketing Commons