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High-quality connections in retail stores

Pham, Tina Che; Lille-Mæhlum, Marianne
Master thesis
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URI
http://hdl.handle.net/11250/2579526
Date
2018
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  • Master of Science [1116]
Abstract
Reflecting upon the gap in the literature regarding how high-quality connections

between employees and customers in retail stores may look like, and how these

potentially may affect organizational performance outcomes, the aim of this

present thesis is to add insight into this particular field. Considering that we

wanted to learn more about employees’ and customers’ specific thoughts and

experiences regarding the employee-customer relationships, we have applied

qualitative research methods and strategies in order to come up with five

processes that looks at the small, but important actions that may determine how

the connection between them further develops. These five processes are therefore

drawn out of the semi-structured interviews we have conducted with both

employees and customers (mystery shoppers). The five processes identified are as

following: 1) interacting through product knowledge sharing, 2) help seeking/help

giving, 3) interacting through fostering perspective taking, 4) adapting to

personality and style, and 5) signal availability. Building our research and the

presented processes on studies by prominent authors, we may argue that the

present thesis supports and adds insight into these studies. Specifically, the

present thesis describes both how these processes enable high-quality connections

between employees and customers to be developed, and how they potentially

contribute in creating customer experiences of high quality. Additionally, the

processes presented also describe and look into how high-quality connections

foster strong relationships- and how these connections may affect the overall

organizational performance outcomes. In order to understand the role of how

high-quality connections between employees and customers in retail stores better,

we have also discussed implications for theory and practice.
Description
Masteroppgave(MSc) in Master of Science in Leadership and Organizational Psychology - Handelshøyskolen BI, 2018
Publisher
Handelshøyskolen BI

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