the influence of consumer–employee interaction quality in store

What is it about?

This study aims at analyzing the influence of consumer–employee interaction quality in store recommendation and purchase intentions for a clothing store by middle class consumers. The research started with a qualitative exploratory phase conducted through interviews and a focus group. I was followed by a quantitative step implemented through a conclusive causal research through an experimental study.

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Why is it important?

Results show that there is a high correlation between the quality of consumer-employee interaction and store and recommendation and purchase intentions. The greater the positive interaction between the middle class consumer and employees of the retail clothing industry, the greater the purchase intention and recommendation of the consumer, while the reverse is also true.