First Advisor

April Samaras

Second Advisor

Amy Balogh


Regis College

Degree Name

Master of Arts

Document Type

Dissertation - Open Access

Number of Pages

56 pages


Retail associates are encountering customer conflict at an ever-increasing rate. Mistreatment by customers includes insults, name-calling, threats, and violence. Job satisfaction for associates is on the decline as a result. This Capstone project proposes retail associates are not trained in managing customer conflict. Forty-six retail associates completed a 22-question survey and watched five embedded video microlessons (lessons between one and three minutes). The video showed retail associates how to recognize, assess, and manage customer conflict through self-awareness and mindful engagement. Through grounded theory and qualitative research methods, this study confirms that retail associates’ job satisfaction can improve with conflict management training as well as using video as a sufficient means of training. These findings provide an actionable alternative to the “tips and tricks” of dealing with customers that will improve the well-being of associates at work and beyond.

Date of Award

Winter 2021

Location (Creation)

Denver, Colorado