Physical proximity as pleasure or pain? A critical review of employee–customer proximity in sales and services settings

This paper presents a critical review of published findings pertaining to the physical proximity between employees and customers in various sales and service settings. Following an overview of this stream of research, reflections are then offered on how the concepts of personal space and physical proximity may have changed in terms of their financial and well-being-related effects as a function of the COVID-19 pandemic. Due to the risk of infection in interpersonal interactions, and despite the affiliative aspects associated with physical proximity, recent recipes for success—as advocated by academics—may eventually have a negative impact on multiple crucial metrics in a post-pandemic world, such that employees’ physical proximity to customers may soon come with a wide array of costly consequences. The article concludes with a set of future research directions.