Customer Expectations of Personalized Service in Regional Retail Shops in the Kurdistan Region of Iraq: The Role of Trust and Familiarity in Shaping Consumer Behavior

Kazhan Akram Aziz, BA

Diplomová práce

Abstract:

This master thesis investigates the significant impact of culture on customer expectations within the Kurdistan Region of Iraq, specifically in the retail sector. It argues that cultural values emphasising community, relationships, trust, and respect deeply influence shopping habits. Customers prfioritize personalized service, genuine interactions, and retailers who understand and value their cultural background. The research, conducted through face-to-face questionnaires in four major cities, examines shopping habits and the role of cultural factors in purchase decisions. The findings highlight the importance of culturally sensitive staffing, gender inclusivity, culturally relevant products, and effective communication for retailers seeking to build loyalty and foster a welcoming shopping environment in the Kurdistan Region. Ultimately, the thesis emphasizes the human aspect of retail and its connection to community dynamics.

Keywords

Customer Service, The Kurdistan Region of Iraq, Personalised Service

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 5. 4. 2025

Obhajoba závěrečné práce

• Vedoucí: Ing. Richard Selby, Ph.D.
• Oponent: Zdenek Linhart, externi

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program:
Economics and Management