The document provides a literature review and study on the impact of retail frontline sales personnel behavior on customer buying experience. It summarizes 6 relevant literature sources that discuss topics like the importance of employee training, grooming, and attitude on customer experience. The study objectives are outlined as well as the research methodology used, which included a survey of 141 respondents in Hyderabad, India. Several hypotheses are proposed related to the impact of sales personnel behavior, such as whether well-groomed and trained staff positively impact the customer experience. Demographic data is also presented in tables.