Retail Staff Behaviors and Their Impact on Customer Experience: An Ethnographic Study of Service Neglect in Midlands, Zimbabwe

This ethnographic study examines the occurrence of service neglect among retail employees and its effect on the customer experience in the retail sector in Midlands Province, Zimbabwe. Even though there is a growing focus on strategies that put the customer first, careless behaviors by staff, like failure to pay attention, helping, and welcoming a customer are still a big problem in stores that are not being looked into. Utilizing the SERVQUAL model and Social Exchange Theory, the study conducted non-participant observations and semi-structured interviews in 50 retail establishments, including supermarkets, clothing stores, electronics retailers, and specialty shops. The results show that service neglect shows up in behaviors like not greeting customers, taking too long to respond to requests for help, and showing clear disinterest. All of these things make customers more frustrated, less satisfied, and less loyal. Some of the main reasons for this are too much work, not enough staff, not enough training, unclear service standards, and cultures that don't help. The research also points outside factors that make it harder for staff and customer to interact, like technology such as WhatsApp, TikTok and other which gets the staff distracted. These findings show that service neglect is a systemic problem that hurts how customers see the brand, how often they come back, and the brand's reputation. The research ends by suggesting that comprehensive staff training, creating customer-focused cultures in the workplace, and reducing distractions are all important ways to reduce service neglect. Retailers can improve customer experiences and stay competitive in a changing retail environment by addressing both individual and structural factors.