The cashiers, the salespersons etc - these are the frontline of an organisation - the operational people. They are generally lesser paid than the managers and executives who put together brand identity and I’m willing to bet that they’re also uninvolved in the advertising of things. However, they are also generally the people in the front line - the people who have the most contact with the customer. Therefore, they are also the people who will have the greatest impact on the customer’s opinion of the product.
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