Customer Service Communication in Hong Kong and Australia in Clothing Industry - Essay Example

What is the Difference in Service Communication between Hong Kong and Australia in Clothing and Accessories Retail Industry Dear Please remove your comments (I used it for reference that is why I did not touched it) & the comments of your professor. I already fixed that portion and all the others. I apologize for the previous task, as you requested only 2 pages, and I presumed this research would be for about 30 pages, that was why the coverage topic. I have included Figures in the body. Dear Jessica, The total of this report is 1200 words exclude table of content, appendix and references) The remain part of this report that need you to write is Abstract, Results, Discussion, Conclusions , References (Harvard System) , Appendices (Figure and table, questionnaire.) Please if there are charts, table please adds in, and furthermore the questionnaire sample needs to attach.) This report means a lot to me and I got -20% deduct already. So please help me and upload for me on Monday morning at NY time. Thanks Table of Contents 1. Introduction a. Topic b. Research question /Purpose c. Scope d. Background /Literature review 2. Methodology 3. Results 4. Discussion 5. Conclusions 6. References (Harvard System) 7. Appendiecs (Figure and table, questionnaire) Abstract This study aims to find the differences in sales personnel non-verbal communication between Hong Kong and Australian clothes and accessories shops. This is with the premise that non-verbal communication form part in the customer service communication process between industry and consumers. Sales personnel and their customers were observed as they deal with each other during the sales process. Likewise, a survey was also conducted to support the observations. It was found out that Hong Kong sales personnel rush to close a deal while Australians take their time. During closing time, their Australian counterparts rush to go out of work premises while Hong Kong personnel tend to stay behind and close more deals. Likewise, when it comes to expression, smile is frequently used by Hong Kong sales ladies, while a regular distance when standing was observable among Australian staff. These differences are necessary to provide an insight in dealing with sales personnel from different countries or culture. 1. Introduction (Aim/ Objective) 1.1. Topic The topic of this research is to find three main differences in customer service communication between Hong Kong and Australia in clothing and accessories retail industry. It will try to establish that there are unique practices among retail or sales personnel when it comes to handling customer needs or requests when purchasing at clothing or accessories retail shops in Hong Kong and in Australia. 1.2. Research question /Purpose This report is based on the following question: What is the difference in customer service non-verbal communication between Hong Kong and Australia in clothing and accessories retail industry The purpose is to examine the unique practices or differences in treatment of customer service through non-verbal communication between Hong Kong and Australia in clothing and accessories retail industry. 1.3 Scope This research will describe the differences in the three main elements of non-verbal communications that shall deal with kinesics, chronemics, and expression (Darn, 2005) when interacting with customers. Kinesics pertains to body, facial, hand and arm movements that are used to communicate and the scientific study pertaining to it. Chronemics pertain to the sense of time as in punctuality and the studies that surrounds it. And expression pertains to the facial condition that represents the human emotion. 1.4. Background and Literature Review It has been acknowledged that there are generally accepted non-verbal communication understood cross-culturally (Shen, 1996). As for retail shops, service quality perception (Smith, Boton and Wagner, 1999) give importance on the communication process of which sales personnel deal with customers. There are a variety of reasons why and how the sales personnel or staff convey message through their communication process with customers. This study shall delineate non-verbal communication differences on sales force or personnel in Hong Kong and Australia, specifically in the clothing and accessories retail industries. 2. Methodology The primary data collection will be conducted in two parts: observation, and feedback from questionnaire. Interacting between customers and sales will be observed based on sales personnel's work attitude through non-verbal communication. The researcher will observe how sales personnel communicate non-verbally with their customers in at least five Hong Kong clothing and accessories retail shops and another five shops in Australia. Another part of the research will be random survey with questionnaire; customers will be asked their opinion about perceived non-verbal communication with their attending sales personnel. For the list of Questions asked, please refer to Appendix. 3. Results The results are tabulated in Appendix for observations and interview. Chronemics. One part of the primary research analyzed the speed and time spent by each country's sales personnel while dealing with their customers. It was observed that Australian sales personnel are prompt in servicing the request of their customers, while the Hong Kong sales personnel try to close a deal faster (Fig. 1). But when it came to closing time, while the Australians rush to call the day off, their Hong Kong counterpart continue dealing with their customers to increase sales volume (Fig. 2). In the survey, out of ten respondent customers each, majority of Australian customers noted the rush of personnel to go home during closing time (68 %) while in Hong Kong, the customers noted how sales personnel rush to close as mentioned in 76% of the customers. Gestures. The Australian sales personnel kept their distance at a steady measurement, while their Hong Kong counterpart tend to stand closer to their customers (Fig. 4). The Hong Kong sales personnel also tend to touch slightly their customers to indicate the availability of a product, show direction, and assist in product inspection more frequently than the Australian staff (Fig. 3). In the survey, touching was indicated by Hong Kong customers (85%) as compared to Australia's 4%. Expression. It was found out that Australians always greet their customer with a smile, but kept a formal face after, while Hong Kong personnel tend to smile every now and then even after the initial greeting (Fig. 5) In the survey, it was also indicated Hong Kong sales personnel smile to their clients (90%) as compared to Australia's 34%, although frequency was no longer indicated as this has been noted during the observation process and analysis. 4. Discussion While it has been presented that there are at least three differences between customer service communication observable by this researcher between Hong Kong and Australian sales personnel in the clothing and accessories retail industries, Krautil's (2001) report and further emphasises personal attitudes and beliefs may be influencing work attitude and communication skills. These influences include the giving of importance or priority on either income against family or personal lifestyle. Other studies also point out how culture such as Hong Kong's, have further given weight on earning and material gains than on personal lifestyle or familial matters (Chan, 1997 and AC Nielsen, 2004) which is reflected on their non-verbal communication skills with customers. While Australian may rush towards the end of a sales duty, Hong Kong sales personnel wait for more customers to buy even after closing time. This may pertain to chronemics. Corporate policies, on the other hand, such as hiring practices in between these countries or areas (Hong Kong and Australia) may also influence the customer service communication process as Hong Kong emphasizes full time employment giving credence on loyalty as well as job dedication as compared to Australia's industries preferring part time sales personnel who are also enrolled as students for cost effectiveness in terms of employee compensation. This further adds up to the influencing forces among sales personnel, and while Hong Kong sales ladies may smile naturally even for difficult customers, Australians are prone to display formal facial expression while dealing with their customers. As for gestures, the Hong Kong natives or Chinese may tend to stand bodily closer to their customers, may hold or touch a shoulder or tip of an arm, and when pointing distinctly use all five fingers towards the direction (Shen, 1996), like for instance when a customer requests for the location of a certain accessory. As for Australians, no-touch is observable, and a wider distance is kept between personnel and customer. 5. Conclusion: To sum up the study, there are similarities with regards to non-verbal communication but frequency of use such as smile and touching, vary significantly. Likewise, the distance kept between sales personnel and customer was also very notable, and the way time is an in servicing customers. While Australians may take their time in assisting a customer until a fully decided option has been taken, Hong Kong personnel tend to persuade faster, or in a rush manner, although they treat working overtime as a regular part of the day's work. Reference: AC Nielsen. "The World's First Individual Electronic Consumer Panel Goes Live in Hong Kong." 5 August 2004. Chan, Annie Hau-nung. "Studies in Popular Cutlure." 1997. Darn, Steve. "Aspects of Non-verbal Communication." The Internet TESL Journal, Vol. XI, No. 2, February 2005. From: http://iteslj.org/Articles/Darn-Nonverbal/ Hui, Michael K, Xiande Zhao, Xiucheng Fan, Kevin Au. "When Does the Service Process Matter A Test of Two Competing Theories." Journal of Consumer Research. Gainesville:Sep 2004. Vol. 31, Iss. 2, p. 465-475 (11 pp.) Shen, Julie. "Gestures: Body Language and Nonverbal Communication." California State Polytechnic University. 1996. Accessed October, 2006 From http://www.csupomona.edu/tassi/tassi.htm. Krautil, Fiona. "The Emperor's EEO Clothes: Calling Business Bluff!" Equal Opportunity for Women in the Workplace Agency., Australian Government. 12 July 2001. From http://www.eowa.gov.au/Information_Centres/Resource_Centre/Directors_Speeches/120701.asp Smith, Amy K., Ruth N. Bolton, and Janet Wagner (1999), "A Model of Customer Satisfaction with Service Encounters Involving Failure and Recovery," Journal of Marketing Research, 36 (3), 356-72. Stewart, Greg. "The AA Meeting: Attitude and Attire." Quadrant Corporation.June 26 2004-2006. From http://www.quadcorp.com.au/viewStory/Issue22 Appendix: Questions Asked: The following are sample questions to be answered by 10 customers each from both Hong Kong and Australia: What gesture, attitude or expression did you notice from your attending sales personnel (Please check all that apply). Choices for Answer: a) Smiled b) Patiently guided me throughout the process c) Made her presence and availability known by standing nearby d) Nodding e) Touching What specific customer non-verbal communication aspect do you have you noticed when dealing with the sales personnel Choices for Answer a) Frowning b) Rushing to close a deal c) Distant d) Checking the time f) Rushing to go home in closing time. Read More