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Consumers and employees: The good Manager factor

September 22nd, 2021
Corporate Strategy

Consumers and employees: The good Manager factor

September 22nd, 2021
Corporate Strategy


A study that examined the impact of emotional reactions on consumers in a company found that abusive remarks could prevent retaliatory actions such as lawsuits.

According to new research from the School of Business at the University of Exeter, companies need to measure training and employment measures to encourage managers to empathy, honesty, and trust – because it can increase productivity.

The so-called “servant leader” creates a positive culture of trust and fairness in the workplace. Consequently, they make a profit while building a loyal and positive team. These types of managers have personal integrity and want to provide staff development. Recent research shows clear evidence of a link between this leadership style and increased productivity.

“Humans are emotional. When something bad happens, the first thing that happens is an emotional reaction – usually anger. We want to know how bad buyers are when a product breaks down due to the seller’s negligence,” says Simaly Professor Subimal Chatterjee. Act.” Marketing at Binghamton University School of Management.

How can this affect the experience of consumers? 

Managers’ efforts to empower employees by assigning different tasks or asking for feedback can damage employee productivity.

According to this study, giving more authority to employees can negatively affect their daily performance and may even create the impression that the employer is just trying to avoid their efforts.

Managers are increasingly looking to strengthen their workforce because they believe that employees can develop their skills and seek better job satisfaction. However, promoting good relationships between bosses and employees may be a more effective way to make them more effective. But empowering some workers can help them be more creative

What consumers have been expecting

Chatterjee and college researchers conducted two experiments to determine how consumers react to product failure and specifically examined two groups of consumers – the “advertising focus” group, which naturally tends to focus on the customer-customer relationship. Got something positive. And a “focus on prevention” group, which seeks to prevent failure in buyer-buyer relationships.

In one experiment, participants showed the CEO apologizing, while other experimenters showed a lawyer’s message that he wanted to sue the company.

The researchers reviewed 130 previously published independent studies and used them to test several theories.

“As we expect, our work shows that there is an ethical and trustworthy management style of ‘servant slave’ and a genuine interest in employee health and advancement that is positive in the workplace,” says author Dr. Alan Lee. ” From the report of the management instructor.

“Employees are more positive with their efforts and therefore often more creative. The result is increased productivity.”

The empowerment leadership style, which was developed two decades ago, has become more popular in the last decade as the corporate organizational structure has become flat. This includes empowering employees to work without regular supervision, getting feedback, and participating in decision-making.

Research from the University of Exeter School of Business, the Alliance Manchester Business School, and the Curtin Business School show that the workforce can be effective when it comes to employees who need to be creative. Then be motivated to work harder and help others and take the lead. But if empowerment can not be useful for employees who do only routine and structured work. There is a danger that interpreting leadership styles is simply a way for the employer to share more of his work with others.

The researchers found that when there was a match between creating an SEO apology framework and natural trends, consumers paid more than one company, meaning that ad-framed articles that were more relevant to advertising consumers and articles with a preventative framework worked better with focused consumers. they do.

The researchers also found that while consumers have the right to join a class-action lawsuit, the lawyer’s message framework for consumers is more focused on prevention than consumers.

“This is a lesson,” Chatterjee said. “Creating a message can only engage consumers and make them less likely to get angry.”

According to Chatterjee, more apologies are effective in encouraging forgiveness and printing, so that consumers can seek more interaction with the company than retaliation.

The positive effect of employees on consumers

The academics surveyed the data of 105 companies around the world and examined the performance of 8,500 people working in a range of industries, including manufacturing, healthcare, sales, and schools.

The study also showed that managers and employees must trust each other if they can improve effective leadership. The boss must show that he trusts his subordinates and allows creativity. Workers must show that they can be trusted without close supervision.

“Using a strong leadership style can be destructive and create uncertainty and chaos if you use workers with uncreative tasks,” said Dr. Alan Lee, of the University of Exeter School of Business, who leads the research.

This analysis also shows that leadership styles often create positive working relationships and values ​​between managers and employees.

“For this reason, it is recommended that organizations create ‘serving leaders’ ineffective situations and coordinate training programs and selection steps to achieve this,” Dr. Lee added.

The results also show that creating or supporting a positive culture that promotes trust, fairness, and high-quality working relationships between managers and employees will be beneficial to the organization.

The study was led by Dr. Lee, Dr. Joanne Lyubovnikova of Aston Business School, and Dr. Amy Wei Tian and Caroline Knight of Curtin University, Perth.

“By apologizing with a promotional message, you are accepting failure, but you are telling consumers that there is more to gain when they try again,” he said.

Managers must also empower customers

“Workers need to feel supported by the employer so that they can take risks when using force. But they are also vulnerable when the employer guides people on the road.

People can use the trust given to them. Trust is an important factor ineffective leadership.

“Being a strong leader does not only mean calming down and allowing others to their efforts. You must be supportive and willing to listen and comment.

This study showed that workers in Eastern cultures have similar views on leadership empowerment and similar effects on their work. It has also been found that new people in the workplace respond better to leadership and performance enhancement than old friends when they succeed – probably because they are not pessimistic and more likely to try new things. . Leadership Empowerment: A meta-analytic study of participation, mediation, and additional moderation was published in the journal Organizational Behavior.

While Chatterjee’s research focuses on creating a message for consumers, he emphasizes that other factors, such as consumers’ perceptions of authenticity, are important.

“Consumers are smart. They can tell if the message is real or not,” he said. “One of the best ways to show that you are real is to highlight the company’s social responsibility. This can help you apologize, or, conversely, prevent you from being punished,” he said.

Article by:

Armin Vali

Adapted by: 


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