“What sort of soil do rhododendrons like?” ‐ comparing customer and employee responses to requests for product‐related information

The first objective of the study was to identify and classify product‐related information that customers expect to receive in interpersonal encounters with employees in a given retail environment. The second objective of the study was to compare the “ability” of both service employees and customers to provide the required information. The third objective was to identify characteristics of customers that differentiate them in terms of their role as on‐site information providers. The study was carried out by questionnaires conducted inside a DIY store. Findings suggest that customers should be encouraged to perform the role of on‐site information providers, responding to other customers’ requests for product‐related information.