Unveiling the impact of employee-customer familiarity on customer purchase intentions: an empirical investigation within the realm of web-based date analytics

Abstract

This research delves into the intricate dynamics of employee-customer familiarity and its profound influence on customer purchase intentions within the burgeoning domain of web-based data analytics. In an era characterized by an increasingly digital marketplace, understanding the nuanced interactions between employees and customers is paramount for businesses striving to enhance customer relationships and drive purchase decisions. Drawing on empirical investigations, this study unravels the multifaceted facets of employee-customer familiarity, seeking to shed light on its implications for customer purchase intentions in the context of web-based data analytics. In this paper, an empirical study investigates the influence of employee-customer familiarity on customers’ purchase intention for the home bedding industry, summarizes the current situation, puts forward research hypotheses and constructs a model of the effect of employee-customer familiarity on purchase intention was constructed. The familiarity of buyers and sellers was evaluated through a customer questionnaire, which provided subjective insights into the strength of interpersonal relationships. Meanwhile, confidence analysis, ANOVA (analysis of variance), correlation analysis and regression analysis were conducted on the survey data to explore the actual effects of these relationships on customers’ purchase intention, and the positive effects of the five hypotheses on purchase intention were investigated. The anticipated findings suggest that increasing employee-customer familiarity positively impacts customers’ purchase intentions, thereby illuminating the critical role of personalized interactions in driving business outcomes. Furthermore, the study sought to reveal the nuances of this relationship, recognizing the potential impact of different customer characteristics and industry contexts. Practical implications center on guiding companies in aligning their strategies to improve customer satisfaction and loyalty. From staff training programmes to targeted marketing campaigns, from brand influence to web e-commerce platform optimisation, businesses can use the insights gained from this research to build more meaningful connections with their customers. Building more meaningful connections with customers.