Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Effect of Customer Orientation of Department Store Salespeople on Customer Satisfaction: Salespeople versus Customer Perspectives

백화점 판매원의 고객지향성이 고객만족도에 미치는 영향: 판매원관점 대 고객관점

  • 김혜원 (영남대학교 섬유패션학부) ;
  • 박경애 (영남대학교 섬유패션학부)
  • Published : 2003.11.01
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Abstract

The purposes of this study were to compare the perspectives of salespeople and of customers on the perception of salespeople's customer orientation and to examine the effects of the customer orientation on customer satisfaction and in turn on store revisit intention. Data were obtained from the two groups of department store salespeople and their customers. A total of 300 pairs of questionnaires were distributed, and 224 pairs were analyzed. The results revealed that the salespeople's perception of the customer orientation was significantly higher than the customer's perception. The customer orientation affected the customer satisfaction with salesperson and with store while the sales orientation did not. The customer satisfaction, in turn, affected the store revisit intention, and the effect of the satisfaction with store was higher than that with salesperson. A slight difference between the customers and salespeople in such effects was observed. Generally the effects had higher predictabilities for the customers.

Keywords

References

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