This article is based on a research experiment was conducted at branded clothing stores in Lahore to analyze the effect of salespeople’s facial expressions on the shopping experience and client satisfaction. The business environment is tough and fast-paced. Business survival is dependent on an efficient and successful customer-focused approach. A key element of this strategy is to provide buyers with a pleasant and comfortable experience. Amazing client experiences lead to great business outcomes.
Buyers may react with pleasant facial expressions, making them feel happier about the shopping experiences. Although female consumers are less satisfied by a sales experience than males when the salesperson expresses negative feelings, both men and women appear to be more satisfied when the salesperson exhibits a positive, passionate prompt, more typically “facial expressions.” A favourable quality associated with a smiling facial expression includes courteousness, sincerity, and skill. The client’s attitude toward a salesman may be influenced by suspicions about the motivations underlying the sales assistant’s message, which may be lowered by the representative’s facial expressions. Smiling is a positive visual indication that is required while interacting with a sales professional. A neutral facial expression has no facial movement and hence conveys a neutral impression. It demonstrates a lack of enthusiasm. The neutral or completely empty face expression causes one to camouflage an individual’s emotion as a “poker face,” referring to the frequent practice of composing oneself. On the other hand, harsh facial expressions are widely regarded as unwelcoming and inappropriate everywhere. Face expressions, overall, play a significant role during a sales engagement. As a result, experts strongly encourage more nonverbal communication. Similarly, the manner in which a salesman interacts with the consumer is the basis of client satisfaction and happiness.
The method for conducting the research was to take a sample that included two proportions of salesmen (N=9) with natural facial expressions of G1: smiling (n=3), G2: neutral (n=3), and G3: rudeness (n=3). The second part of the sample (N=525) consists of clients who acquire products from these salesmen without any suggestions or influence. The findings demonstrated a substantial difference in the three groups of salesmen’s client buying experiences and happiness. Smiling is a marker of both great purchasing experiences and consumer satisfaction. Based on these three facial gestures, both male and female customers had similar customer experiences and contentment. Furthermore, pleasant experiences predict client satisfaction. The findings of this study have significant implications for salespeople, managers, trainers, students, and consumer behaviour researchers. The findings of this study provide useful information to salespeople in understanding their customers’ demands, making a move to improve items and administrations, and securing performance standards to meet the needs of the distinctive customers. Additional training programmes could be established, focusing more on soft skills and facial expressions in order to improve client experiences.
