서비스 제공 시점에서 고객에게 지각된 판매원 노력의 선행변수와 결과변수

Although many studies have emphasized the importance of a saleperson's effort in the area of service marketing, no one has studied the variables which may influence, or may be influenced by salesperson's effort by customers. This study investigates the effects of percieved salesperson's effort on some performance variables and the effects of some selected variables on perceived salesperson's effort. Two sets of data were collected - one on the service of beauty hair shops and the other on that in fast food restaurants. The results indicate that empathy of employees is positively related to perceived effort, and perceived effort has the positive effects on satisfaction, trust, and long term relationship. However, the relationships between store image and perceived effort, and that between trust and long term relationship are only partly supported and the effects of perceived effort on long term relationship are not supported in our empirical tests.