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Customers are likely to spend more with physical interaction

Touching a customer’s arm seems awkward - but they spend more if you do!

Salespeople think physical interaction with a customer will be awkward, but the customer does not think the same and will actually spend more, finds research from BI Norwegian Business School .

Professor Anders Gustafsson and colleagues conducted a series of studies examining the effects of asking individuals to initiate touch in a service encounter. The first two studies asked...