Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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Effect of the Customer Emotion to Salespersons in Service Encounter on Customer Evaluation and Behavioral intention

감정유형이 판매원에 대한 고객평가와 행동의도에 미치는 영향

  • Lee, Okhee (Dept. of Fashion Design, Sunchon National University)
  • 이옥희 (순천대학교 인문예술대학 패션디자인학과)
  • Received : 2013.03.08
  • Accepted : 2013.04.13
  • Published : 2013.06.30
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Abstract

This study investigates the effect of customer emotions on customer evaluation and behavior intention. The subjects used in this study were customers of a fashion shop in Sunchon South Korea. The questionnaires were conveniently sampled from July 2010 to August, 2010. Questionnaire data from 335 customers of a national brand were analyzed through a reliability analysis, factor analysis, and multiple regression analysis. The results of this study are as follows. First, emotions of customer were divided into 2 patterns, positive emotion and negative emotion. Second positive emotion have significant (+) influences on the trust and negative emotion have significant (-) influences on the trust. Third positive emotion have significant (+) influences on the customer orientation and negative emotion have significant (-) influences on the customer orientation. Forth, the emotions of customer have a considerable impact on the interaction intention. And the positive emotion have significant (+) influences on the word-of-mouth intention and negative emotion have not a considerable impact on it. Fifth the positive emotion have significant (+) influences on the attitude toward store and repurchase intention, and negative emotion have significant (-) influences on the attitude toward store and repurchase intention.

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