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Relevant bibliographies by topics / Customer's relationship

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Academic literature on the topic 'Customer's relationship'

Author: Grafiati

Published: 4 June 2025

Last updated: 23 June 2025

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Journal articles on the topic "Customer's relationship"

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Curth, Susanne, Sebastian Uhrich, and Martin Benkenstein. "How commitment to fellow customers affects the customer-firm relationship and customer citizenship behavior." Journal of Services Marketing 28, no. 2 (2014): 147–58. http://dx.doi.org/10.1108/jsm-08-2012-0145.

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Purpose – The purpose of this paper is to analyze how affective commitment to fellow customers influences a customer's affective commitment to the service provider and customer citizenship behavior (CCB). In addition, the paper seeks to examine the moderating role of a customer's calculative commitment to the service organization. Design/methodology/approach – The study used a large-scale survey among customers of a health club and a scenario-based experiment to test the hypotheses. Findings – Both empirical studies provide evidence that affective commitment to fellow customers has positive consequences for the customer-firm-relationship. The findings suggest that commitment to fellow customers and commitment to the service organization influence very specific facets of customer citizenship behavior. In addition, the study found preliminary support for the moderating role of calculative commitment. Affective commitment to fellow customers showed the strongest effect on affective commitment to the provider in customer-firm relationships characterized by high (versus low) calculative commitment. Practical implications – The results of this research have a number of managerial implications. This study suggests measures to strengthen customer-firm-relationships, e.g. generating intensive exchange among customers or attraction of consumer pairs. Providing customers with platforms of valuable relationships to multiplex ties can be a competitive advantage for service providers. Originality/value – This article is the first that highlights the role of other customers as a target of customer commitment and how this commitment affects both the customer's relationship to the service provider and his or her customer citizenship behavior. The present study therefore broadens our knowledge of how bonding among customers influences consumer behavior in service settings.

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Yaqoob, Dr Munther Khuder, Dr Hind Khuder Ahmed, and Omar Yaseen AlSaeir. "The Customer's Experience as a Mediator Variable between Banking Services and the Customer's Pleasure / An Analytical Study of the Opinions of a Sample of Customers of the Private Banks in the City of Mosul." East African Scholars Journal of Economics, Business and Management 7, no. 07 (2024): 286–95. http://dx.doi.org/10.36349/easjebm.2024.v07i07.002.

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The current research aims to demonstrate the mediating role of customer's experience in enhancing the relationship between banking services provided to the customer's Pleasure in light of environmental variables. The research problem examined the influential relationship between banking services and customer's Pleasure in the presence of the mediating variable customer's experience. A number of hypotheses were formulated, including that there is a correlation with Significant statistical significance between the main and mediating research variables. The research sample was (50) permanent customers in banks in the city of Mosul. The research used the descriptive analytical method. The research reached a number of conclusions, including that customer experience has a major role in strengthening the relationship between banking services and customer pleasure, and integrated banking services would Achieve a customer's Pleasure by meeting his needs and desires.

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Shin, Byoung-Chul, Hyo-Sun Yeom, Seong-Chang Kim, and Eun-Jun Park. "Franchise Hair Salon Juno Hair Symbol Narrative, Brand Image, Relationship Between Customer Emotional Responses." Journal of the Korean Society of Cosmetology 28, no. 4 (2022): 666–74. http://dx.doi.org/10.52660/jksc.2022.28.4.666.

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This study was conducted to verify the symbolic narrative, brand image, and customer's emotional response of hair salon Juno. The subjects of this study were 450 customers who use beauty salons, and data were collected through self-response questionnaires about the symbol mark narrative, brand image, and customer response. The results of this study are as follows. First, there is a significant positive correlation between symbolic narratives and brand images. Second, symbolic narrative had a significant positive (+) effect on customer's emotional response. Third, it was found that brand image had a mediating effect on customer's emotional response. Based on the results of this study, a plan to increase the revisit intention of beauty salon customers was suggested.

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Bendapudi, Neeli, and Robert P. Leone. "Managing Business-to-Business Customer Relationships following Key Contact Employee Turnover in a Vendor Firm." Journal of Marketing 66, no. 2 (2002): 83–101. http://dx.doi.org/10.1509/jmkg.66.2.83.18476.

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Customers form relationships with the employees who serve them as well as with the vendor firms these employees represent. In many cases, a customer's relationship with an employee who is closest to them, a key contact employee, may be stronger than the customer's relationship with the vendor firm. If the key contact employee is no longer available to serve that customer, the vendor firm's relationship with the customer may become vulnerable. In this article, the authors present the results of two studies that examine what business-to-business customers value in their relationships with key contact employees, what customers' concerns are when a favored key contact employee is no longer available to serve them, and what vendor firms can do to alleviate these concerns and to retain employee knowledge even if they cannot retain the employee in that position. The studies are based on a discovery-oriented approach and integrate input from business-to-business customers, key contact employees, and managers from a broad cross-section of companies to develop testable propositions. The authors discuss managerial and theoretical implications and directions for further research.

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Goli Nia, Abdulhamid, and Mehdi Naeimi. "Investigating the relationship between relationship marketing with customer responsiveness regarding the role of mediator of customs customers' trust in Golestan province." Journal of Management and Accounting Studies 5, no. 03 (2019): 40–44. http://dx.doi.org/10.24200/jmas.vol5iss03pp40-44.

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The purpose of this study was to investigate the relationship between the relationship between marketing and customer responsiveness with respect to the role of mediator of customs customers' trust in Golestan province.Methodology:The research method used was descriptive correlational survey. The statistical population of this study included all customs customers in Golestan province was unlimited. The sample size was 384 according to Krejcy and Morgan tables. The method of this research was stratified random. The research data were collected using library and field method and the tool used was a questionnaire. The reliability of the questionnaires was confirmed by Cronbach method and the validity of the tool was confirmed by the content method. Also for analyzing the data, the structural equation test was used using pls software.Results:The results show that there is a significant relationship between the relationship between marketing and customer responsiveness with respect to the role of mediator of customs customers trust in Golestan province. Conclusion: It can be concluded that there is a meaningful relationship between the financial benefits with the customer's trust, also and it can be concluded that there is a meaningful relationship between social factors with customer trust, and that there is a meaningful relationship between the structural links with the customer's trust, finally it can be concluded that there is a meaningful relation between customer trust and customer responsiveness.

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Mr. Nunna Suresh, Dr. T. Vara Lakshmi, and M. Tejvika. "CRM – A Tool to Enhance Customer Satisfaction." International Research Journal on Advanced Engineering and Management (IRJAEM) 2, no. 05 (2024): 1624–26. http://dx.doi.org/10.47392/irjaem.2024.0226.

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The paper titled “CRM- A tool to enhance customer satisfaction” is about managing a company’s relation with their customers. It focuses on customer purchasing patterns and evaluates customer loyalty and Amazon satisfaction. It also boosts sales operations for marketing, customer service, and tech support. By comparing and contrasting the opinions of Amazon's customers, we may create a productive working relationship. Maintaining a strong relationship with clients is essential. This will help Amazon gain a respectable portion of the market. The purpose of the study is to provide a critical viewpoint on CRM, beginning with the definitions of customer relationships and how they correspond. The research utilizes the questionnaire technique to comprehend the customer's viewpoint through customer input and how the CRM is efficiently functioning in Amazon.

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Choi, Youngkeun. "A Study of Customer Acceptance of Artificial Intelligence Technology." International Journal of E-Business Research 19, no. 1 (2023): 1–14. http://dx.doi.org/10.4018/ijebr.323796.

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This research aims to investigate the acceptance of artificial intelligence (AI) technology-enabled services by customers during front-line service meetings. The study collected data from 412 Korean individuals through an online survey and utilized hierarchical regression analysis to test the hypotheses. The results of the study show that the clarity of the roles of both the customer and the AI, the customer's motivation to adopt AI-based technology, and the customer's ability to use AI devices increase the likelihood of acceptance of AI devices. However, concerns related to privacy weaken the relationship between role clarity and customer acceptance, while trust in AI technology strengthens the relationship between ability and customer acceptance.

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Budi Bramasta, Admiral. "Analisis Strategi Online Consumer Relationship Management Pada Produk Pisau Cukur Banner." Jurnal Media dan Komunikasi 1, no. 1 (2020): 55. http://dx.doi.org/10.20473/medkom.v1i1.22927.

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This research uses a qualitative research approach with descriptive type and uses in-depth interviews as primary data in research data collection. This research is important because along with the digital transformation that is developing, marketing is now experiencing a development from transactional to marketing on a relationship basis. The use of various marketing tools to manage customer relationships such as Instagram and Whatsapp can also help to maintain customer relationships because this complete the customer's culture. The result of this research is an online CRM strategy built by Banner using artificial intelligence/chatbot to be able to manage relationships with customers. PT. AWP as the manager of the Banner product uses an online CRM program called Siska to be able to manage relations with customers

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Windjaya, Putri Angelina, and Bakti Siregar. "Analisis Segmentasi Pelanggan Toko Online Marketplace Berdasarkan Recency, Frequency, Monetary, Time, Satisfaction (Rfmts) Menggunakan Algoritma K-Medoids Clustering." Mutiara: Multidiciplinary Scientifict Journal 2, no. 2 (2024): 888–906. http://dx.doi.org/10.57185/mutiara.v2i2.144.

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The marketplace is an e-commerce website that applies traditional market concepts and implements them online. Due to the rapid development of the times, a business will seek various ways to maintain its business so that it continues to grow and generate a high income. One way is to build and maintain long-term relationships with customers. Therefore, it is necessary to implement a marketing strategy based on customer relationship management, all of which aims to increase turnover and profit while retaining customers. From these problems, this study applies customer segmentation to detect diversity among customers, so those segments represent potential customers to improve marketing strategies. This segmentation needs to consider the value of the customer's recency, frequency, monetary, time, and satisfaction (RFMTS) variables. Recency is the customer's length of time since the last payment. Frequency is how often customers make transactions. Monetary is the number of transactions made by the customer. Time is the time interval between two consecutive purchases by a customer. Satisfaction is the level of customer satisfaction based on the total rating and number of reviews. This study uses the K-Medoids Clustering algorithm to perform segmentation according to customer characteristics. This study uses primary data from a database of one of the online marketplace stores in Indonesia.

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Medberg, Gustav, and Kristina Heinonen. "Invisible value formation: a netnography in retail banking." International Journal of Bank Marketing 32, no. 6 (2014): 590–607. http://dx.doi.org/10.1108/ijbm-03-2014-0041.

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Purpose – The purpose of this paper is to explore value formation in the customer-bank relationship outside the line of visibility of service encounters. The customer's own context has been overlooked by the bank marketing literature as it is traditionally focused on value created by the service process and outcome. Design/methodology/approach – Positioned within the customer dominant logic, a netnography was conducted to explore how bank relationships are realised in customers’ own contexts and experiences. A total of 579 postings from discussions of retail banking in 18 online communities were collected and analysed. Findings – The study uncovered four factors of invisible bank service value experienced by customers: shared moral value, responsibility value, relationship value, and heritage value. Research limitations/implications – The study conceptualises bank service value as realised in the customers’ own contexts and thus highlights previously hidden sources of value in banking. The findings can be used for further conceptualisations of the customer dominant value formation of bank services. Practical implications – The netnographic method illustrates how naturalistic data about customers’ retail bank experiences can be retrieved unobtrusively. The findings help bank management to understand what comprises customer value beyond the service encounter. Originality/value – The paper contributes to the research in service marketing and bank marketing in three ways: first, a methodological contribution is the introduction of a netnographic approach to bank service value research. Second, a theoretical contribution is the uncovering of invisible value formation in the customer-bank relationship. Third, the paper uses the customer dominant logic in a banking context, thus providing insights into how banks are involved in the customer's own life.

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Dissertations / Theses on the topic "Customer's relationship"

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Harker, Michael John. "Relationship marketing : the customer's perspective." Thesis, Nottingham Trent University, 2002. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.251244.

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Fernandes, Maria Clara Piçarra. "Atendimento bancário e qualidade de serviço prestado: estudo de caso: clientes gama alta da Região de Évora da Caixa." Master's thesis, Universidade de Évora, 2007. http://hdl.handle.net/10174/17000.

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O sector bancário ao longo dos últimos anos tem sofrido mudanças profundas, fruto de uma maior concorrência, e da alteração do comportamento dos consumidores caracterizados por uma maior exigência em termos de serviço bancário prestado. Os produtos e serviços atualmente oferecidos são extremamente vulgarizados e facilmente copiáveis, pelo que a qualidade do atendimento e do serviço prestado ao cliente será sem dúvida o principal diferencial competitivo das instituições. Tendo em atenção este contexto, e através de um estudo de caso - clientes gama alta da região de Évora da Caixa Geral de Depósitos, com este trabalho procurou-se perceber de uma forma sistemática e acessível: se esses clientes estão satisfeitos com o atendimento prestado pelo seu gestor atual, se utilizam com frequência o espaço caixazul, Saber que tipos de atendimento preferem e que qualidade deverá ter um bom atendedor. Seguiu-se uma metodologia de inquérito para recolha de informação, através da realização de questionários com início em Junho de 2006. As principais conclusões deste estudo revelam que todos os clientes estão satisfeitos com o atendimento prestado pelo seu gestor, que o espaço caixazul é utilizado pelos clientes gama alta pelo menos uma vez por mês, o atendimento personalizado é o tipo de atendimento preferido, sendo que o principal atributo de um gestor passa por informar os clientes com clareza e detalhe. Apesar de um estudo de caso não permitir generalizações, pretende-se com este trabalho sistematizar algumas orientações que ajudem as instituições bancárias a melhorar a qualidade do serviço prestado. /ABSTRACT - Along the last years the banking sector has suffered deep changes as a result of a bigger competition and the change of customer’s behaviour which is characterized by a bigger exigence in terms of the banking rendered service. The products and the services offered at the present are extremely vulgarising and easily copyable, and due to this fact the attendance quality and the rendered service to the customer will doubtless be the main competitive differential of the institutions. Having in mind this context and through a case study-high scale customers of the area of Évora of Caixa Geral de Depósitos, with this work we aimed to understand in a systematic and accessible way: if those customers are satisfied with the service rendered by their present manager, if they use the space blue box very often, and to know what kind of service they prefer and what qualities must have a good attender. It was followed a methodology of inquiry in order to gather information, through the realization of inquiries starting in June 2006. The main conclusions of this study revealed that all the customers are satisfied with the attendance rendered by their manager, that the space blue box is used by high scale customers at least once a month, the personalized attendance is their preferred kind of attendance, and as a result the main quality of a manager is to inform the customers with clarity and detail. Though this case study doesn’t allow generalizations, with this work we aimed to systematize some guidance’s which help the banking to improve the quality of the rendered service.

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Alazzawi, Muntaha. "Trust in Customer–Supplier relationships." Thesis, Linnéuniversitetet, Institutionen för maskinteknik (MT), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-56356.

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The competitive market of today is characterized by globalization, because of that organizations increased demands from customers on the services as well as on product. In other word, the customer is focusing on buying the service in same way as they buy products. For that the trust in relationships is considered as an important and effective factor when the business to business partners want to achieve growth profitability, and long term time. In order to reach high trust in relationships between customers and suppliers, ability to measure trust in relationships and to improve it is important. One to know how to be able to follow up the trust in the relationships between customers and suppliers, maintain and develop relationships for as long as possible in order to reach the company's goals. The first step in the project was data collection via an email survey and by direct contact with those companies by phone. Then the data was used to make an analysis by comports the results with pervious theories. The analysis enabled to identify the different types of factors which makes the trust in relationships more strong and stable .In the last chapters results are discussed and it was found that the each company has its own way to follow up the relationships to maintain the trust in relationships for longer time to a achieve their goals and profit. The conclusions are each company have different way of measuring and regardless of which indicators are used for measuring the trust in relationships between the customer and service supplier, they must be linked directly to the organization's goals to maintain and continuity relationships for as long as possible in order to reach the company's goals. The effective trust is important factor which lead to the partners feeling they belong to each other’s which the relationships between them take a partner form which lead to long term time and profitable relationships and strong trust in relationships.

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Awan, Salman Ahmad, and Muzafar Said. "Loyalty Enhancing Communication for Telecom Customer Relationships : A Qualitative Study of Telecom Customers." Thesis, Karlstads universitet, Avdelningen för företagsekonomi, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-9522.

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The telecommunication business has been transformed in Sweden through the past few years. Previously telecom industry was under monopoly which has now been converted into more competitive market in which more competitors have entered and offering various alternatives of different kinds of services. TeliaSonera has been one of biggest telecommunication service providers in Sweden which is amalgamation between two big companies; Telia, a major Swedish company and Sonera which is Finish counterpart of Telia. Currently, TeliaSonera is offering various communication services to its customers such as Broadband, TV, Fix telephone connections and Mobile phone services. TeliaSonera is offering these services to both kinds of customers; i.e. business and residential customers.The purpose of this research project is to understand the telecom customers‟ switching behavior in detail by distinguishing between two different kinds of customer experiences which are active customers and passive customers, based on their specific characteristics and to learn to design a communication that is effective not only for one kind of customers‟ e.g. active customers but also for passive customers that have been found challenging regarding communication reception generally. By analyzing the outcomes, researchers would be able to demonstrate different features which need to be taken under consideration while communicating to each of these customers. The research has been carried out with an explorative research approach and qualitative interviewing with 13 students of Karlstad University in two parts. Through this research process, the researchers have built the understanding regarding what triggers influence the customers to switch and what kind of communication attracts them in order to make a decision about staying with current operator or switching to the new one. The theoretical framework is constructed on previous research on customer behavior, customer relationship management and contemporary written communication in the field of service management and marketing.The results of the research show that passive customers are more inclined towards the communication that focuses mainly on cheaper price options and they should be frequently communicated the cheaper options whereas active customers mainly search actively for the moreiiirich information therefore they should be communicated various innovative services and beneficial packages through social networking platforms and emailing newsletters.<br>LET-Project

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Behrami, Faton, and Mikael Jonasson. "Kundlojalitet : en studie om vilken påverkan de demografiska aspekterna har på kundens lojalitet mot sin bank." Thesis, Högskolan Kristianstad, Sektionen för hälsa och samhälle, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-11008.

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In Sweden today almost all people are connected to a bank in some way. It can range from loans, savings, shares, etc. They have a current account where salaries, student aid etc. is paid. Due to the large selection of banks, it has become more important for banks to be competitive in their services to their customers so they don’t change bank. This has led to that more and more banks are trying to get their customers to be more loyal to the bank by being more competitive. Loyalty is the result of several interrelated factors such as customer satisfaction and service. This leads to the purpose of this study to investigate if the demographic aspects have any influence on loyalty. Through a questionnaire survey, this study examined whether there is an influence of the demographic aspects on loyalty. The questionnaire consisted of questions based on previous research. It was distributed to people in Kristianstad on three different locations. Overall response rate to the questionnaires distributed gave us a participation of 110 respondents. The results were then statistically processed in order to test if there is a significant difference in loyalty within the various demographic aspects. According to this study, we could not find any differences in the demographic aspects. However, we were able to find small differences in the mean values between the different groups in the demographic aspects<br>I dagens Sverige är i stort sett alla personer på något sätt kopplade till en bank. Det kan vara alltifrån lån, sparande, aktier m.m. Nästan alla personer i dagens Sverige har ett transaktionskonto dit lön, studiemedel m.m. utbetalas. På grund utav det stora utbudet av banker har det blivit viktigare för bankerna att vara konkurrenskraftiga i sina tjänster till sina kunder så att de inte byter bank. Detta har medfört att fler och fler banker satsar mycket resurser på att få sina kunder att bli lojala mot banken. Lojalitet är resultatet utav flera sammanhängande faktorer som exempelvis kundnöjdhet och service. Detta leder till uppsatsens syfte att undersöka ifall de demografiska aspekterna har påverkan på lojalitet. Genom en enkätundersökning har denna studie undersökt ifall det finns en påverkan av de demografiska aspekterna på lojalitet. Enkäten bestod av frågor som grundar sig på tidigare forskning. Den delades ut till personer i Kristianstad vid tre olika tillfällen. Totala svarsfrekvensen på de utdelade enkäterna gav oss ett deltagande på 110 respondenter. Resultaten har sedan bearbetats statistiskt för att testa ifall det råder signifikanta skillnader på lojalitet inom de olika demografiska aspekterna. Enligt denna studie kunde vi inte påvisa några skillnader inom dem demografiska aspekterna. Däremot kunde vi urskilja små skillnader i medelvärdena mellan de olika grupperna i de demografiska aspekterna.

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Nordlöf, Jessica, Matilda Svensson, and Emily Frost. "Relationship Marketing in the Travel Industry : A Two Sided Perspective." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-11560.

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<p>The purpose of this thesis is to analyze how Stockholm based travel agencies understand and use relationship marketing and how it is perceived by customers.</p><p>Relationship marketing is defined by Grönroos as a building of relationships with customers to achieve mutual benefits. Four main objectives of relationship marketing were used to contextualise the term: service quality, personalisation, differentiation, and communica-tion.In order to answer the purpose, the authors have chosen to interview three travel agen-cies that focus on offering tailor made travel for different target groups. Sampling was used to find these travel agencies, as the total number of travel agencies in the Stock-holm area is too large to interview. Also, customers who have travelled with two of the travel agencies were interviewed. Further, several theoretical frameworks are presented in order to provide the reader with a view of relationship marketing, and were used in the design and the questions asked both companies and customers.</p><p>From the interviews with the companies it was found that all of them have different views of what relationship marketing is, and that they have different ways of imple-menting it. The views of relationship marketing differ from building a strong brand im-age to managing actual relationships with customers.</p><p>The main efforts of relationship marketing that the companies are involved in are delivering personalized travel and high service quality to customers.It was found in the interviews with customers that their view on what makes good ser-vice is similar to that of company views. What is most important to customers is that the perceived quality matches, or exceeds, the experienced one. There are several things that companies can do to attract and retain customers including having rewards clubs, sending out a moderate amount of newsletters, and providing a personal seller for customers.</p>

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Nacif, Roberta C. "Online customer loyalty : forecasting the repatronage behavior of online retail customers /." Wiesbaden : Dt. Univ.-Verl, 2003. http://www.gbv.de/dms/zbw/374160546.pdf.

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Wachner, Trent. "Relationship strategies over the customer relationship lifecycle the differential effect of individual versus organizational relationships /." Online access for everyone, 2008. http://www.dissertations.wsu.edu/Dissertations/Spring2008/t_wachner_042108.pdf.

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Johansson, Daniel, and Patrik Fredriksson. "Customer Needings : Finding the Relationship Gaps between Rolls Royce and their Industrial Customers." Thesis, Karlstad University, Faculty of Economic Sciences, Communication and IT, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-4263.

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<p><strong>Purpose </strong></p><p>The purpose of this thesis is to investigate to what extent Rolls Royce in Kristinehamn manages to fulfil their customer needings. By identifying gaps between offerings and needings, the authors will give recommendations on how Rolls Royce can increase their customers' satisfaction by providing them with what they need.</p><p> </p><p><strong>Method</strong></p><p>A qualitative research is used in the form of in-depth face-to-face- and telephone interviews. Eight such interviews have been conducted in this thesis; three interviews with representatives from Rolls Royce and five interviews with representatives from three of their customers.</p><p> </p><p><strong>Findings </strong></p><p>Many gaps have been found in the analysis of the empirical study. The most frequently discovered gaps are that; Rolls Royce should have better control over their sub-suppliers and Rolls Royce should agree on higher penalty fees for delay or poor quality. Further gaps have been found in which activities the customer wants to be relieved or enabled of.</p><p> </p><p><strong>Recommendations </strong></p><p>A figure of customer specific recommendations have been compiled through the findings. From this figure, general recommendations have been discovered that can, to some extent, represent all of Rolls Royce's customers.</p><p> </p>

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Crivellaro, Fernanda Furio [UNESP]. "Gestão da informação em ferramentas de CRM para captação e retenção de clientes." Universidade Estadual Paulista (UNESP), 2018. http://hdl.handle.net/11449/154197.

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Submitted by FERNANDA FURIO CRIVELLARO (ffc_fernanda@hotmail.com) on 2018-06-07T19:35:54Z No. of bitstreams: 1 GESTÃO DA INFORMAÇÃO EM FERRAMENTAS DE CRM PARA CAPTAÇÃO E RETENÇÃO DE CLIENTES.pdf: 1637008 bytes, checksum: 6983bdee0a883f64cf6d14edb75995a1 (MD5)<br>Approved for entry into archive by Satie Tagara (satie@marilia.unesp.br) on 2018-06-08T17:12:16Z (GMT) No. of bitstreams: 1 crivellaro_ff_me_mar.pdf: 1637008 bytes, checksum: 6983bdee0a883f64cf6d14edb75995a1 (MD5)<br>Made available in DSpace on 2018-06-08T17:12:16Z (GMT). No. of bitstreams: 1 crivellaro_ff_me_mar.pdf: 1637008 bytes, checksum: 6983bdee0a883f64cf6d14edb75995a1 (MD5) Previous issue date: 2018-05-17<br>Não recebi financiamento<br>Este trabalho tem como objetivo, verificar a contribuição do CRM para o processo decisório organizacional, no que tange ao desenvolvimento de estratégias de ação para a captação e retenção de clientes em uma empresa do ramo óptico. Essa é uma pesquisa de abordagem quali-quantitativa de caráter exploratório e descritivo. Tem como método de pesquisa o estudo de caso. Com o estudo foi possível perceber a importância do uso de uma ferramenta que gerencie o relacionamento entre a empresa e o cliente e, a importância de administrar as informações que são coletadas pela mesma. O CRM é considerado por muitas empresas, o principal meio de junção da gestão de informações sobre clientes; este será composto por informações que auxiliarão os gestores nas tomadas de decisões. Com esta pesquisa, foi possível perceber que a empresa não utiliza de nenhuma ferramenta para gestão da informação do cliente, tampouco, utiliza das informações dos clientes para tomar decisões, o que acarreta decisões tardias ou falhas com relação a reposição de mercadoria, soluções de problemas e alcance na divulgação da empresa. O CRM traria a empresa maior organização da informação interna e externa de forma a dar respostas mais rápidas ao cliente, controlando sua satisfação e necessidade. A ferramenta CRM pode ser implementada no sistema utilizado pela empresa, se o desenvolvedor se dispuser a criar as abas necessárias, possibilitando que a empresa não precise implantar novamente os dados em um novo sistema.<br>This work aims to verify the contribution of the CRM to the organizational decision-making process, in what concerns the development of strategies of action for the capture and retention of clients in an optical company. This is a qualitative-quantitative research of exploratory and descriptive character. It has as a research method the case study. With the study it was possible to perceive the importance of using a tool that manages the relationship between the company and the client and the importance of managing the information that is collected by it. CRM is considered by many companies as the main means of joining customer information management; this will be composed of information that will assist managers in decision making. With this research, it was possible to perceive that the company does not use any tool to manage the information of the customer, nor does it use the information of the clients to make decisions, which entails late decisions or failures in relation to the reposition of merchandise, solutions of problems and scope in the disclosure of the company. The CRM would bring the company greater organization of internal and external information in order to give faster responses to the client, controlling their satisfaction and need. The CRM tool can be implemented in the system used by the company, if the developer is willing to create the necessary tabs, allowing the company does not need to deploy the data in a new system.

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Books on the topic "Customer's relationship"

1

Ritter, Dwight S. Relationship banking: Cross-selling the bank's products & services tomeet your customer's every financial need. Bankers Publishing, 1993.

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S, Ritter Dwight, ed. Relationship banking: Cross-selling the bank's products & services to meet your customer's every financial need. Bankers Pub. Co./Probus Pub. Co., 1993.

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Bruhn, Manfred. Relationship marketing: Management of customer relationships. FT/Prentice Hall, 2003.

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Group, Mintel International, ed. Customer relationships. Mintel International Group Limited, 1997.

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Limited, Mintel International Group, ed. Customer relationships. Mintel International Group Limited, 1996.

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Cartwright, Roger. Customer Relationships. John Wiley & Sons, Ltd., 2003.

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Storbacka, Kaj. Nature of customer relationship profitability: Analysis of relationships and customer bases in retail banking. Swedish School of Economics and Business Adminstration, 1995.

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Kumar, V., and Werner Reinartz. Customer Relationship Management. Springer Berlin Heidelberg, 2018. http://dx.doi.org/10.1007/978-3-662-55381-7.

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Sperl, Friederike. Customer Relationship Management. Springer Fachmedien Wiesbaden, 2016. http://dx.doi.org/10.1007/978-3-658-11547-0.

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Muther, Andreas. Customer Relationship Management. Springer Berlin Heidelberg, 2002. http://dx.doi.org/10.1007/978-3-642-56222-8.

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Book chapters on the topic "Customer's relationship"

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Llosa, Sylvie, and Lionel Nicod. "The Augmented Customer Relationship: the Increasing Importance of the Customer's Role." In Augmented Customer Strategy. John Wiley & Sons, Inc., 2019. http://dx.doi.org/10.1002/9781119618324.ch3.

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Diller, Hermann. "Customer Loyalty: Fata Morgana or Realistic Goal? Managing Relationships with Customers." In Relationship Marketing. Springer Berlin Heidelberg, 2000. http://dx.doi.org/10.1007/978-3-662-09745-8_2.

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Katyayani, J. "Attracting customer's attention with emergent technologies: Relationship among e-marketing and consumer's propensity for experimental purchase behavior." In Digital Transformation and Sustainability of Business. CRC Press, 2025. https://doi.org/10.1201/9781003606185-53.

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Ahlert, Henning. "Enterprise Customer Management: Integrating Corporate and Customer Information." In Relationship Marketing. Springer Berlin Heidelberg, 2000. http://dx.doi.org/10.1007/978-3-662-09745-8_14.

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Nastišin, L’udovít, and Richard Fedorko. "Metrics of Engagement on Social Networks and Their Relationship to the Customer's Decision-Making Process Under e-Commerce Conditions." In Advances in Digital Marketing and eCommerce. Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-76520-0_8.

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"Constructing Relationship Developing Strategies." In Service Marketing Strategies for Small and Medium Enterprises. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-7891-8.ch006.

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This chapter aims to describe relationships strategies that manager need to practice in order to establish customer-oriented service system. Therefore, the chapter provides a structural model derived from literature review and depth interview from depth interview of 10 customers and 5 managers of 5 auto repair shops. In line with that, the current chapter proposes four propositions in regards to effective relationship developing strategies for the SME. The findings revealed that ethical practice, customer's orientation, length of relationship, customer's support services are significantly influence firm's relationship strategies. In addition, trust factor play a mediating role among the relationships. The chapter can help to predict the quality of service perceived by the customers by using relationship strategies, which may be similar in other markets with similar characteristics.

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Al-Rabayah, Wafaa A. "Social Media as Social Customer Relationship Management Tool." In Advances in Marketing, Customer Relationship Management, and E-Services. IGI Global, 2017. http://dx.doi.org/10.4018/978-1-5225-1686-6.ch006.

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Customer Relationship Management (CRM) is the process of managing a business's interaction with current and future potential customers. This instrumental case study aims to study and explain the role of social media as Electronic Customer Relationship Management tool (ECRM) in health care and tourism context by using Jordan Medical Directory company as a case study, we identified how using social media in communicating and managing customer's requirements as eCRM technique affects institution efficiency, the result proved the significant positive role of social media in managing customers relation starting from acquisition, passing by retention, and finally termination, data collected through personal and phone interviews in a time frame of one month.

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Kasemsap, Kijpokin. "Customer Lifetime Value." In Advances in Marketing, Customer Relationship Management, and E-Services. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-7766-9.ch003.

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This chapter indicates the prospect of customer lifetime value (CLV) and the importance of CLV in global marketing. CLV is the total of the financial profit, calculated from the existing period to the future. CLV develops the optimal strategies for customer engagement, promotes the understanding of potential value of a customer, and enables the workforce to effectively improve customer relationships. CLV can be a crucial perspective for costs to be associated with the promotions and communications to attract the new customers and retain the existing customers. CLV can help individuals estimate a customer's monetary worth to a business after factoring in the value of the relationship with a customer over time. The chapter argues that promoting CLV has the potential to enhance marketing performance and reach strategic goals in global marketing.

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Pozza, Ilaria Dalla, Natalie T. Wood, and Janée N. Burkhalter. "Tweeting for Service." In Advances in Marketing, Customer Relationship Management, and E-Services. IGI Global, 2015. http://dx.doi.org/10.4018/978-1-4666-8408-9.ch005.

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The purpose of this chapter is to examine the use of Twitter as a communication channel for customer service interactions. The authors discuss the topic of multichannel communication outlets and how popular social media platforms such as Twitter influence the channel choice patterns of today's customers. The chapter presents the findings of in-depth interviews with 50 customers of a major European telecommunications provider aimed at understanding their motivation to use Twitter for service interactions and how Twitter impacts their use of traditional communication channels including telephones and in-person customer representative interactions. Findings reveal that Twitter is a complement for traditional channels. Further, the number of different channels a customer engages with during a particular purchase process is a function of the customer's knowledge for both the channel and the product/service in question.

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Mohammadhossein, Nastaran, Mohammad Nazir Ahmad, Nor Hidayati Zakaria, and Shidrokh Goudarzi. "A Study towards the Relation of Customer Relationship Management Customer Benefits and Customer Satisfaction." In Marketing and Consumer Behavior. IGI Global, 2015. http://dx.doi.org/10.4018/978-1-4666-7357-1.ch062.

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The purpose of this study is to investigate the efficacy of customer relationship management (CRM) benefits for customers in relation to customer satisfaction. A model has been developed and empirically tested through survey data collected from 150 customers of three Malaysian companies. The results indicate that the benefits of CRM for customers have had a significant positive effect on their satisfaction in marketing companies. Personalized service, responsiveness to customer's needs, customer segmentation, customization of marketing, multichannel integration, time-saving and improving customer knowledge are the benefits that we proposed would affect customer satisfaction in order to significantly improve marketing performance. Additionally, the results reveal that all the benefits found, with the exception of time-saving, enhanced customer satisfaction. This paper contributes to the existing literature by incorporating the benefits of CRM for customers and the relationships of these benefits with their satisfaction in the proposed model.

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Conference papers on the topic "Customer's relationship"

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Jankova, Liga, and Andrejs Lazdins. "CUSTOMER RELATIONSHIP MANAGEMENT IN LATVIA." In 24th SGEM International Multidisciplinary Scientific GeoConference 2024. STEF92 Technology, 2024. https://doi.org/10.5593/sgem2024/5.1/s21.58.

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Understanding the nature and role of customer relationship management (hereinafter CRM) is an important prerequisite for business success. A customer requires the company to adhere to certain quality standards as well as affects the performance and management of the company. Customer relationships could be managed and developed to attract new customers and increase business profitability and customer loyalty. The customer is the most valuable asset of a company that helps to achieve goals set by the company. In Latvia, the need to view customer relationships as important in business management is understood only in some industries and by the segment of large companies, and problems with customer relationship management in companies have not been sufficiently researched. Digital transformation, personalized customer experiences, the use of mobile devices, the ability to integrate various management systems into a company, artificial intelligence and analytical tools shape trends in customer relationship management. The new trends and challenges increase the role of customer relationships in business process management in almost every industry and any company. Research methods. The research employed the monographic method, logical construction as well as analysis and synthesis. Research period. The data were analysed for the period from 2018 to 2022. The research analysed the division of customers into classes and average purchases for the period 2019-2021. The sources of information used: specialist economic literature, research documents and scientific conference papers, internal company data on economic activity and data from a customer database. In Latvia, there is no unified accounting for and no information about companies that have developed and implemented CRM in their operations; therefore, the research summarized the legal framework for customer relationship management in Latvia and analysed the experience of a company in managing customer relationships.

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Kopare, Anand, Ajim Shaikh, Jitender Kumar Sharma, and Ganesh Waghmare. "AI-Enabled Customer Insights: Transforming Marketing and Customer Relationship Management." In 2024 International Conference on Knowledge Engineering and Communication Systems (ICKECS). IEEE, 2024. http://dx.doi.org/10.1109/ickecs61492.2024.10616723.

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Salisu, Sani, Abubakar M. Miyim, Hussain A. Younis, Israa M. Hayder, Muhammad Salisu Ali, and Nur Intan Raihana Ruhaiyem. "A Study on the Relationship between Customer's Profile and Practice of Internet Banking." In 2023 3rd International Conference on Emerging Smart Technologies and Applications (eSmarTA). IEEE, 2023. http://dx.doi.org/10.1109/esmarta59349.2023.10293586.

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Borković, Aleksandra, Tatjana Botić, Pero Dugić, et al. "RELATIONSHIP OF QUALITY, PRICE AND TOILET SOAP CONSUMPTION." In INTERNATIONAL Conference on Business, Management, and Economics Engineering Future-BME. Faculty of Technical Sciences, Novi Sad, 2025. https://doi.org/10.24867/future-bme-2024-106.

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The goal of the research was to identify the characteristics of soap according to the criterion of their importance for the consumer, that is, the customer, and to examine the interdependence of quality, price and consumer habits, that is, consumption. The first part of this research included the procurement and laboratory analysis of the quality of commercial soaps for washing hands on the domestic market. The second part of the research was a survey of the population to collect data based on which consumer habits and implicit values that consumers attach to toilet soaps were assessed. Also, the survey included key indicators of the consumer's living standard as an influencing factor in the consumer's decision when choosing any type of product and/or service. The research results show that consumers use liquid soap more often, and they make purchases mainly in consumer goods stores. Factors that show the greatest influence on the customer's decision when choosing soap are the ratio of quantity and price, price and the smell of the product. For the majority of consumers, the fact that the soap is made on a natural basis is of great importance, and about 70% of respondents are ready to spend more money on soap to contribute to the preservation of the environment. The obtained results can serve as a basis for developing a strategy for increasing the participation of this type of product in the market and consequently improving the quality of the manufacturer's business.

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Liao, Junfeng, Guangzhi Chen, and Kezhen Wei. "Relationship between Pricing and Customer's Perception C2C Commerce--Basing on Study of the Channel of C2C in Mainland China." In 2010 International Conference on E-Product E-Service and E-Entertainment (ICEEE 2010). IEEE, 2010. http://dx.doi.org/10.1109/iceee.2010.5661009.

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Li, Li. "Study on the interactive relationship between customer's emotional response and the brand trust — In the view of online shopping." In 2013 IEEE International Conference on Service Operations and Logistics, and Informatics (SOLI). IEEE, 2013. http://dx.doi.org/10.1109/soli.2013.6611418.

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Paananen, Tiina, Lauri Frank, and Tiina Kemppainen. "Customer-Brand Relationships in the Context of Digital Brands." In Digital Restructuring and Human (Re)action. University of Maribor Press, 2022. http://dx.doi.org/10.18690/um.fov.4.2022.31.

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This qualitative study investigates customer-brand relationships between customers and digital brands. This study aims to describe different digital brand relationship types, and their manifestations among young adult customers. The data collection was conducted in 2021 by interviewing fourteen Finnish adults aged 22-31 years. The findings categorize the customer-brand relationships into four relationship types, according to the relationship strength from weak to strong. Brand liking lacks emotions and is characterized by low commitment towards a digital brand. Brand attachment includes having a slight barrier of digital brand replacement, and emotions towards the brand are weak. Brand loving denotes that a beloved digital brand is favored in the long term, but the brand is not considered irreplaceable. Brand addiction occurs when a customer has an irreplaceable, intimate, and dependent relationship with the digital brand. All the found relationship types need further investigation in future research.

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Džinić, Tanja, Aleksandra Perić, Slavica Mitrović-Veljković, Stevan Milisavljević, and Đorđe Ćelić. "Customer relationship management in the banking sector." In XIX International May Conference on Strategic Management – IMCSM24 Proceedings. University of Belgrade, Technical Faculty in Bor, 2024. http://dx.doi.org/10.5937/imcsm24047d.

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Customer Relationship Management (CRM) represents a broader business strategy designed to reduce costs and increase profitability by enhancing customer loyalty. CRM is a concept whose implementation leads to customer retention, increasing their number, as well as enhancing the quantity and quality of services provided to these customers. It is both a management philosophy and a methodology for conducting business with customers. The methodology of this paper is based on the analysis of empirical data gathered using a standardized questionnaire that was administered in a bank industry. The most important result of research is the confirmation that it is possible to identify the main factors influencing CRM in modern organizations, as well as the criteria for the importance of the value system of employees regarding CRM. Additionally, the research results indicate a statistically significant difference in perceptions of banking services between customers and employees.

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Wang, Hong-jun, Xin Chen, Ping Zhang, De-tao Zheng, and Jian Sun. "A Novel Web-Based Approach to Quality Function Deployment." In ASME 2003 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference. ASMEDC, 2003. http://dx.doi.org/10.1115/detc2003/dfm-48137.

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Quality Function Deployment (QFD), as an effective tool for customer-driven product development, has been widely adopted in manufacturing companies for many years. The main difficulties in using QFD lie in capturing the actual needs of customers, and in the conflicting conclusions provided by different experts while establishing the relationship matrix between customer requirements and engineering characteristics. This paper describes a novel approach to applying QFD. Firstly, the customer requirements are captured through Web-based technology. Secondly, the relationship matrix between customer requirements and engineering characteristics is established by handling coordinately fuzzy knowledge. Thirdly, the translation of a customer’s importance ratings into engineering weightings is carried out by fuzzy mapping technology. In order to reduce the complexity of HOQ, the less important customer requirements and engineering characteristics are identified and eliminated from the model by using α-cuts. Finally, an example using a refrigerator illustrates that the proposed approach is both available and practicable.

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Yu, Yufan. "Customer Relationship Management and Online Customers Brand Loyalty." In 2014 International Conference on Global Economy, Commerce and Service Science (GECSS-14). Atlantis Press, 2014. http://dx.doi.org/10.2991/gecss-14.2014.70.

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Reports on the topic "Customer's relationship"

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Ferdous, Zannatul, and Wahid bin Ahsan. Customer Experiences with E-commerce Returns in Bangladesh: Effects on Satisfaction, Trust, and Loyalty. Userhub, 2024. http://dx.doi.org/10.58947/journal.nfqj67.

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The rapid expansion of e-commerce in Bangladesh has revolutionized consumer behavior, providing convenience while creating challenges in managing product returns. This study examines customer experiences and perceptions of e-commerce returns in Bangladesh, focusing on critical factors like product discrepancies, refund processing delays, return policy transparency, and customer service issues. Using a mixed-methods approach, data was collected from 151 survey respondents and 18 interviews with customers, e-commerce employees, and logistics personnel. The findings reveal that product misrepresentation, delayed refunds, poor customer service, and unclear return policies are the main drivers of dissatisfaction. Addressing these through enhanced quality control, faster refund systems, simplified return policies, and better customer support is essential to building trust and long-term loyalty. This study provides actionable recommendations for e-commerce platforms to improve return processes and strengthen customer relationships.

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Modi, Dipali, and Na Young Jung. The Relationships among Perceived Fairness, Customer Satisfaction and Relationship Quality in a Multi-Channel Retail Environment. Iowa State University, Digital Repository, 2017. http://dx.doi.org/10.31274/itaa_proceedings-180814-1790.

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Gillenson, Mark L. Sailor Relationship Management: The Use of Customer Relationship Management in Sailor Morale and Retention. Defense Technical Information Center, 2002. http://dx.doi.org/10.21236/ada405493.

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Seybold, Patricia. Provide a 360-Degree View of the Customer Relationship. Patricia Seybold Group, 2006. http://dx.doi.org/10.1571/bp1-26-06cc.

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Tan, Lili. The Roles of Information Technology in Customer Relationship Performance, Employee User Satisfaction, Service Quality and Customer Satisfaction. Iowa State University, 2019. http://dx.doi.org/10.31274/cc-20240624-1490.

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Talamas Marcos, Miguel Ángel. Research Insights: Why Doesn't Entry of Larger and More Productive Firms Drive Out the Many Small Firms in Developing Countries? Inter-American Development Bank, 2023. http://dx.doi.org/10.18235/0005261.

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An expansion from zero to the average number of chain stores in a Mexican neighborhood (6.7) reduces the number of neighborhood shops by 15%. This reduction is not driven by increased shop exits but by decreased shop entries. Shops retain their sales of fresh products and 96% of their customers, but customers visit shops less often and spend less on non-fresh and packed goods. Shops survive by exploiting comparative advantages stemming from being small and owner-operated, such as lower agency costs, building relationships with the community, having a broader and tailored product mix, and offering informal credit.

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Thorn, Dustin, and Matt Hubbard. Investigating the Relationship between Customer Wait Time and Operational Availability through Simulation Modeling. Defense Technical Information Center, 2012. http://dx.doi.org/10.21236/ada576569.

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Lees, Matthew. Going Social Globally: A Global Perspective on Customer Relationships and Social Media. Patricia Seybold Group, 2010. http://dx.doi.org/10.1571/i08-05-10cc.

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Fotabong, Lounarda, and Aurimas Baliukevičius. The Influence of Supply Chain Management on the Organizational Performance of Supermarket. Vilnius Business College, 2024. https://doi.org/10.57005/ab.2024.2.4.

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Despite the existence of Supply chain strategies put in place by Njeiforbi Supermarket to increase their performance there have still been faced with problems of stock-outs, low customer satisfaction, low profits and long lead times still hamper Njeiforbi Supermarket Buea. The main objective of the study is to investigate the effects of Supply chain management on Organisational performance of Supermarket in Buea case of Njeiforbi The research design adopted for this study was descriptive research survey. A stratified sampling technique was used for this study with a sample size of 35 respondents from Njeiforbi Supermarket, Buea. Pearson's correlation was used to test the hypothesis of the study using SPSS version 21. The finding revealed that there is a positive relationship between supply chain management of Supermarkets, Buea; case of Njeiforbi and their organizational performance. The results conclude that Supply chain management strategies (that is; supply chain integration, customer relationship management, information sharing, strategic supplier partnerships, supply chain collaboration and outsourcing) are actively carried out in Njeiforbi. Also, supply chain integration and collaboration were concluded to be greatly impacting organisational performance of Supermarkets, Buea case of Njeiforbi. The study also concludes that Njeiforbi faces lots of problems like high complexity of supply chain, poor inventory management techniques, poor customer service, and high supply chain volatility. The study therefore recommends that management should ensure a constant review and implementation of supply chain management practices especially lean practices which has not been exploited by the supermarket to enable them avoid obsolescence, auction sales, stock out, increase customer service and suppliers' relationship to maintain a constant trend of profit growth in the organization.

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McPhedran, R., K. Patel, B. Toombs, et al. Food allergen communication in businesses feasibility trial. Food Standards Agency, 2021. http://dx.doi.org/10.46756/sci.fsa.tpf160.

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Background: Clear allergen communication in food business operators (FBOs) has been shown to have a positive impact on customers’ perceptions of businesses (Barnett et al., 2013). However, the precise size and nature of this effect is not known: there is a paucity of quantitative evidence in this area, particularly in the form of randomised controlled trials (RCTs). The Food Standards Agency (FSA), in collaboration with Kantar’s Behavioural Practice, conducted a feasibility trial to investigate whether a randomised cluster trial – involving the proactive communication of allergen information at the point of sale in FBOs – is feasible in the United Kingdom (UK). Objectives: The trial sought to establish: ease of recruitments of businesses into trials; customer response rates for in-store outcome surveys; fidelity of intervention delivery by FBO staff; sensitivity of outcome survey measures to change; and appropriateness of the chosen analytical approach. Method: Following a recruitment phase – in which one of fourteen multinational FBOs was successfully recruited – the execution of the feasibility trial involved a quasi-randomised matched-pairs clustered experiment. Each of the FBO’s ten participating branches underwent pair-wise matching, with similarity of branches judged according to four criteria: Food Hygiene Rating Scheme (FHRS) score, average weekly footfall, number of staff and customer satisfaction rating. The allocation ratio for this trial was 1:1: one branch in each pair was assigned to the treatment group by a representative from the FBO, while the other continued to operate in accordance with their standard operating procedure. As a business-based feasibility trial, customers at participating branches throughout the fieldwork period were automatically enrolled in the trial. The trial was single-blind: customers at treatment branches were not aware that they were receiving an intervention. All customers who visited participating branches throughout the fieldwork period were asked to complete a short in-store survey on a tablet affixed in branches. This survey contained four outcome measures which operationalised customers’: perceptions of food safety in the FBO; trust in the FBO; self-reported confidence to ask for allergen information in future visits; and overall satisfaction with their visit. Results: Fieldwork was conducted from the 3 – 20 March 2020, with cessation occurring prematurely due to the closure of outlets following the proliferation of COVID-19. n=177 participants took part in the trial across the ten branches; however, response rates (which ranged between 0.1 - 0.8%) were likely also adversely affected by COVID-19. Intervention fidelity was an issue in this study: while compliance with delivery of the intervention was relatively high in treatment branches (78.9%), erroneous delivery in control branches was also common (46.2%). Survey data were analysed using random-intercept multilevel linear regression models (due to the nesting of customers within branches). Despite the trial’s modest sample size, there was some evidence to suggest that the intervention had a positive effect for those suffering from allergies/intolerances for the ‘trust’ (β = 1.288, p<0.01) and ‘satisfaction’ (β = 0.945, p<0.01) outcome variables. Due to singularity within the fitted linear models, hierarchical Bayes models were used to corroborate the size of these interactions. Conclusions: The results of this trial suggest that a fully powered clustered RCT would likely be feasible in the UK. In this case, the primary challenge in the execution of the trial was the recruitment of FBOs: despite high levels of initial interest from four chains, only one took part. However, it is likely that the proliferation of COVID-19 adversely impacted chain participation – two other FBOs withdrew during branch eligibility assessment and selection, citing COVID-19 as a barrier. COVID-19 also likely lowered the on-site survey response rate: a significant negative Pearson correlation was observed between daily survey completions and COVID-19 cases in the UK, highlighting a likely relationship between the two. Limitations: The trial was quasi-random: selection of branches, pair matching and allocation to treatment/control groups were not systematically conducted. These processes were undertaken by a representative from the FBO’s Safety and Quality Assurance team (with oversight from Kantar representatives on pair matching), as a result of the chain’s internal operational restrictions.

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