Title: The Effects Of Staff Interactions By A Qualitative Study Of Buying Decisions In Convenience Stores
Authors: Renz A. Bagacina
Lance Angelo D. Carlos
Jazzie Rose D. Formentera
Nicole M . Pineda
Aryz Daniel A. Santos
Christine J. Concepcion?
Alan Y. Cabaluna?
Volume: 10
Issue: 7
Pages: 1-14
Publication Date: 2026/07/28
Abstract:
The aim of this study is to examine the effects of staff interactions on customer purchasing decisions in convenience stores in Arayat, Pampanga, Philippines. Purposive sampling was used which included 12 participants from 6 barangays selected in Arayat, Pampanga. This study utilized a qualitative research approach, through interviews, specifically transcendental descriptive phenomenology. The researchers conducted semi-structured interviews and focused group discussions with twelve deliberately selected customers from six barangays in Arayat, Pampanga, through the use of researcher-made validated questionnaires. The researcher grouped the findings into themes and codes. Some of the things that customers care about when buying are (1) Friendly Service; (2) Staff Assistance; (3) Attitude; (4) Planned Buying. The factors that make customers decide to buy are (1) Affordability; (2) Service Accessibility; (3) Brand Commitment; (4) Staff Interaction. As a result, these positive staff interactions are expectedly influences customers' emotional comfort and eagerness to look around, but seldom outweigh practical purchasing factors. The study concludes that positive staff interactions reinforce customer satisfaction and advocate repeat visits, while negative experience discourage customers regardless of price advantages. Convenience stores may gain from structured service training and employee involvement programs to enhance overall customer experience.