@thesis{Osayi2022, author = {Osayi, Beatrice Fehintola}, title = {Connecting customers with the company}, subtitle = {the role of interactiveness and its effect on performance : a case Study of the nigerian retail industry}, publisher = {Technische Hochschule Ingolstadt}, address = {Ingolstadt}, url = {http://nbn-resolving.de/urn:nbn:de:bvb:573-35746}, pages = {ix, 56}, school = {Technische Hochschule Ingolstadt}, year = {2022}, abstract = {Over the years, examining the domain of business environments and their organisational atmosphere has shown the need to form connections with customers geared towards ensuring customer satisfaction and fostering sustainability. Interactiveness as a concept allows for a direct relationship between consumers and companies for the purposes of value creation and attainment of the bottom line for the consumers as well as for the companies. The current study examines interactiveness in the Nigerian retail market, intending to assess the current levels of customer-retailer interactiveness levels and how this relationship affects performance vis-{\`a}-vis the bottom line of the retailer. The relevant data for the study were collected both from a pool of customers residing in Nigeria as well as from managers of top companies operating locally within the country's retail sector. The results indicate statistically significant levels of customer-company interactiveness in the retail industry. Customers deem the satisfaction derived from interactions with companies at any given stage of the customer journey as a deciding factor for proceeding to the next stage of the customer journey. Companies, on the other hand, asserted that interaction with customers provides significant benefits, which ultimately impact performance. The study also identified the best interactiveness practices currently in use in the market. Finally, an idealised interactiveness framework applicable to the retail sector and aimed at fostering value co-creation and improved company performance was proposed.}, language = {en} }