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Interactions with consumers in a retail environment play a fundamental role to increase sales, improve satisfaction and promote loyalty among such consumers, at the same time of improve financial results that may sustain a company long-term. Such face-to-face or online interactions have several components that may cause an improved State of Empowerment perception resulting in a relevant satisfaction, thus, loyalty and retention. For such purpose, the actual study comes to analyze what are those behaviors or actions that bring into play such perception, and how such perception relates to an improved customers’ satisfaction. This document aims to prove the importance of such behaviors when interacting with consumers in online or face-to-face retail transactions, and how such behaviors need to be reflected and exploited when connecting with customers. Corresponding author: Javier Castillo Email addresses for corresponding author: jcastillo@uspg.edu.gt First submission received: 3rd January 2018 Revised submission received: 22nd February 2018 Accepted: 3rd May 2018 Introduction How businesses should interact with customers to achieve Customer Satisfaction and Empowerment is a fundamental area of study among all companies with special emphasis in the retail industry. This has a deeper relevance when brick-and-mortar stores are experiencing a traffic reduction while on-line retailing is growing considerably. Understanding how Empowerment can be achieved when there is a positive interaction with consumers may contribute to sell more and have more loyal customers. Therefore, this research aims to help companies understand what actions should be relevant to achieve such sense of empowerment among consumers, and consequently, an improved satisfaction experience and loyalty, which may result in better financial outcomes (Di Mascio, 2010; Grewal, Krishnan & LindseyMullikin, 2008; Hunter & Garnefeld, 2008; Liu & Leach, 2001). Literature Review and Hypotheses Customer satisfaction plays a significant role to achieve growth and loyalty. Therefore, companies aim to improve such satisfaction through efficient interactions using service and value as their main focus. Most companies constantly look for ways to improve satisfaction when relating with consumers, however, a sentiment of empowerment and control has proven to be as important as interactions when promoting such satisfaction. Thus, employees play a significant role bringing value to any interaction with consumers while showing the right attitude and supporting the most significant actions to promote such perception of satisfaction and attain success in the short and long term (Di Mascio, 2010; Hennig-Thurau, 2004; Hunter & Garnefeld, 2008; Muyeed, 2012; Sainy, 2010; Thenmozhi & Dhanapal, 2010; Wicks & Roethlein, 2009). Consultative Selling Process As stated by Castillo (2017) the consultative selling process (CSP) is the process where consumers interact with employees and decide how to act in a business transaction (Liu & Leach, 2001). Then, employees representing the company need to cooperate and share information with consumers that may Journal of Business and Retail Management Research (JBRMR), Vol. 12 Issue 4 July 2018 www.jbrmr.com A Journal of the Academy of Business and Retail Management (ABRM) 144 contribute to satisfy their needs in an effective way. Also, they need to advise consumers on how to find a good solution to actual needs and never be just ordinary promoters (Liu & Leach, 2001; Suomala, et al., 2012). Therefore, throughout this process, employees should consider customers’ needs while suggesting a solution and solving their objections (Graziano & Flanagan, 2005; Suomala, et al., 2012). Thus, CSP aims to surpass customers’ expectations and attain sales while serving consumers (Suomala, et al., 2012). Customer Satisfaction Customer Satisfaction as stated in Castillo (2017) is defined as “past and present events, where a positive experience compared to actual expectations and previous interactions results in a high satisfaction which also improves consumers’ loyalty and has a positive relationship with customer service” (p.12). Thus, satisfaction among consumers increases retention and loyalty, aiming to significant positive financial results in the short and long-term (Hennig-Thurau, 2004; Wicks & Roethlein, 2009). Then, consumers’ satisfaction is key to success, good financial results and increased market share (Ivanauskienė, Auruškevičienė, Škudienė & Nedzinskas, 2012). Customer Empowerment and Its Relationship with Satisfaction Customer Empowerment may be defined as a state of empowerment perception, and such perception results from an interaction where consumers have access to better information, driving them to understand all related aspects involved in a sale transaction or product (Fuchs, Prandelli & Schreier, 2010; Hunter & Garnefeld, 2008; Pranic & Roehl, 2012). Thus, throughout this interaction an increase of control is perceived, which not necessarily means real control, promoting a positive ownership sentiment (Hunter & Garnefeld, 2008; Pranic & Roehl, 2012). As a result of this, customer empowerment can be perceived in any transaction or exchange of services which results in a better satisfaction perception or experience, an increase in loyalty, retention, and better financial results (Castillo, 2017; Hunter & Garnefeld, 2008; Pranic & Roehl, 2012). Online Interaction Focus on different aspects compared to a face-to-face interaction. Such online interaction gives consumers a sense of self-selection, however, it lacks a comprehensive interaction where frontline employees share information and resolve customers’ needs. Also, such interaction and electronic commerce allow companies to expand in a more effective way, yet, it also bring problems such as customers failing to understand the whole purchase experience, or sellers unable to understand habits, expectations and motivations of consumers (Ortiz-Betancourt, Meza-Téllez & Terrones-Castro, 2017). Also, for successful online sales, sellers need to understand what products need to be available, what promotions need to be developed, and how services need to be advertised among consumers (Shrivastava & Shrivastava, 2017). Retail Industry As defined by Kotni (2011), retailing represents all activities performed when offering services or products among consumers. The retail industry is considered fundamental in many countries around the world, representing the health of their economies, and being deeply dynamic and very reactive to turnarounds. Such industry is composed of people and institutions providing products or services on demand to ultimate users (Deloitte, 2014; IMAP Inc., 2010; International Markets Bureau [IMB], 2011; Kotni, 2011; KPMG, 2013). Hypotheses Based on the concepts described above where perception of satisfaction and empowerment are explained, and using data of Castillo (2017), the following hypotheses were developed: 1H1: There is a significant positive relationship between Customer Empowerment evoked during the consultative selling process and Customer Satisfaction, having as null hypothesis 1H0: There is no significant positive relation between Customer Empowerment evoked during the consultative selling process and Customer Satisfaction. Journal of Business and Retail Management Research (JBRMR), Vol. 12 Issue 4 July 2018 www.jbrmr.com A Journal of the Academy of Business and Retail Management (ABRM) 145 2H1: There is a significant positive relationship between all Understanding Needs and Customer Satisfaction, having as null hypothesis 2H0: There is no significant positive relation between Understanding Needs and Customer Satisfaction. 3H1: There is a significant positive relationship between Understanding Needs and Customer Empowerment, having as null hypothesis 3H0: There is no significant positive relation between Understanding Needs and Customer Empowerment. 4H1: There is a significant positive relationship Customer’s Preferences and Customer Satisfaction, having as null hypothesis 4H0: There is no significant positive relation between Customer’s Preferences and Customer Satisfaction. 5H1: There is a significant positive relationship between Customer’s Preferences and Customer Empowerment, having as null hypothesis 5H0: There is no significant positive relation between Customer’s Preferences and Customer Empowerment. 6H1: There is a significant positive relationship between Suggesting Products to Customers and Customer Satisfaction, having as null hypothesis 6H0: There is no significant positive relation between Suggesting Products to Customers and Customer Satisfaction. 7H1: There is a significant positive relationship between Suggesting Products to Customers and Customer Empowerment, having as null hypothesis 7H0: There is no significant positive relation between Suggesting Products to Customers and Customer Empowerment. The author of this document aims to expose the relationship between customers’ empowerment and satisfaction with specific interactions, and how these interactions may contribute to improve sales among retail businesses. Method Purpose of the Study The purpose of this study is to determine if there is a relationship between certain interactions in a retail environment with Customer Empowerment and Customer Satisfaction. Then, contribute to establish the importance of such interactions in any transaction to increase loyalty and sales, and provoke a discussion that may serve for future developments and other analysis on this area. This document aims to reach the following objectives: • Understand the relationship between Customers’ Empowerment and Satisfaction. • Understand the relationship between Understanding Needs and Customer Satisfaction or Empowerment in a retail transaction. • Understand the relationship between Customer’s Preferences and Customer Satisfaction or Empowerment in a retail transaction. • Understand the relationship between Sugg

How interactions influence customer empowerment and satisfaction in the retail industry