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

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... 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.