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Exploring the impact of targeted communication on customer experience: A natural experiment

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  • Caferra, Rocco
  • Schirone, Dario Antonio
  • Tiranzoni, Paola
  • Morone, Andrea

Abstract

The decision-making process of consumers often remains a "black box," influenced by a myriad of factors driving their choices. This paper shows how well-targeted communication can enhance customer experiences. By utilizing specific intercom announcements to encourage customers to seek staff assistance, the study assesses how this proactive engagement might improve the perceived quality of the shopping experience. The experiment specifically explores whether targeted communication can mitigate customer dissatisfaction arising from product unavailability or lack of suitable alternatives, a common issue known as the "out of stock" problem.

Suggested Citation

  • Caferra, Rocco & Schirone, Dario Antonio & Tiranzoni, Paola & Morone, Andrea, 2025. "Exploring the impact of targeted communication on customer experience: A natural experiment," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    • Handle: RePEc:eee:joreco:v:84:y:2025:i:c:s0969698925000190
    DOI: 10.1016/j.jretconser.2025.104240
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    References listed on IDEAS

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