• 복식문화연구
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• 제29권6호
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• pp.865-880
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• 2021

The purpose of this study was to examine job competencies for sales training program development to maximize profits in fashion retailing. An empirical online survey was conducted from September to December 2019, and data was collected from 200 salespeople and store managers working in fashion stores. Results were analyzed using frequency analysis, factor analysis, variance analysis, and regression analysis with SPSS 25.0. The major findings of this study were as follows. First, the most important job competencies identified by fashion store managers were: sales sense know-how, customer service skills, and sales person's fashion style sense, product knowledge, fashion marketing and customer management. The job competency factors for sales training programs included empathy with the customer, product knowledge, communications and networking, basic job requirement, and sales skills. These five factors positively influenced the employment intentions and expectations of work performance of graduates. These factors also had a positive influence on the need of sales training program and intention to participate in retraining. Store managers in fashion retail thought the most appropriate period for on-the-job training was either 2-4 days or more than 1 week. The results of this study can be used as a base to develop training programs for job efficiency for salespeople in fashion retailing.

• 패션비즈니스
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• 제18권3호
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• pp.45-58
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• 2014

The purpose of this study is to identify how to improve the quality of department store's sales associates for customer loyalty. This study examines the importance of sales associates' education, skills, and customer service towards customer loyalty. The questionnaire survey was conducted to collect data from 220 clothing sales associates working in department stores. This survey was paper-based. The participants were asked about the questionnaires; sales associates' education, sales associates' ability, customer service, and customer loyalty. General demographic characteristic of participants in the study are as follows; females (72.27%) participated the survey more than males (27.73%). With the age ranging from early 20s to over 40s, most people who took the survey ranged from early 30's to mid 30's with 33.64%. The result indicated that sales associates' education, and customer service skills were significantly corelated to each other. Sales associates' education had no co relation to customer loyalty. In applying the research findings, department stores can design their training contents to offer better training quality. Education of sales associates can be focused by providing various training contents, exercise, effective options, along with the opportunity to improve the qualities of training.

• 복식문화연구
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• 제7권4호
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• pp.155-167
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• 1999

The present study investigated various sales training programs used by apparel companies and compared each other in order to provide an important information for developing effective training programs for professional salesperson. Sixty eight companies were used and grouped into four categories based on brand characteristics : domestic national brand(DNB), casual brand(CB), foreign brand(FB) and domestic designer brand(DDB). Data were collected from the managers in charge or training salesperson by both questionnaires and personal and telephone interviews. Data were collected during July in 1998, and analyzed by using ANOVA, Duncan\`s multiple range test, and Chi-square test. Since the sample size was small, Yates\` correction formula was used to maximize statistical validity in non-parametric procedure of Chi-square test. The main purpose of sales training indicated by the companies were to satisfy customers and to maximize the profit. Significant differences were found among the groups in the importance level of training contents such as knowledge, and customer relation, training methods, place, and duration/frequency of training at training center.

• 한국생활과학회지
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• 제14권6호
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• pp.1017-1025
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• 2005

The purpose of this paper was to investigate the relationship between customer orientation and sales training. Data were obtained from 297 apparel salespeople working at six department stores in Daegu. Statistics used for data analysis were frequency, factor analysis, correlation, and t-test. The respondents were classified into 3 groups; high, medium, and low customer-oriented groups based on the mean score of customer orientation, and the high and the low were compared in training contents and educational methods. Based on factor analysis, four factors were extracted from 27 items of training content. Two of four factors were significantly correlated with customer orientation. The regression analysis showed that customer service and duration of work had significant effects on customer orientation. Also, the results were found that there were significant differences between the high and the low customer-oriented group in training contents which salespeople want to have in the future. However, there were not significant differences between the two groups in educational methods.

• 한국의류산업학회지
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• 제6권3호
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• pp.314-320
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• 2004

The purposes of this paper were to investigate the effect of customer orientation on salespeople performance and the effects of sales training on customer orientation and salespeople performance. Data were obtained from 297 apparel salespeople working at 6 department stores in Daegu, Statistics used for data analysis were frequency, t-test, ANOVA, and regression analyses. The unanticipated result was found that the customer orientation of salespeople did not influence their performance. Though there was found the significance of the anticipated results that sales training affected customer orientation and salespeople performance, the results were not strong.

• 벤처혁신연구
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• 제6권2호
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• pp.123-144
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• 2023

100세 시대를 맞이하여 예기치 못한 위험에 대비하는 것은 매우 중요한 일이 되었다. 본 연구에서는 재무 설계사(FP)의 영업 성과에 미치는 요인에 대해 분석하기 위해 이루어졌다. 영업 교육, 고객 지향성, 영업관리가 영업성과에 미치는 영향 관계를 분석하고 나아가 이들 영향 관계의 크기를 분석하고자 했다. 이를 위해 영업 교육은 고객 개발, 영업 역량, 학습 민첩성으로 세분화 했다. 고객 지향성은 고객 관리시스템 활용, SNS활용, 고객서비스 제공으로 세분화하였다. 영업관리는 목표 지향성, 관리자 리더십, 보상체계로 나누었다. 이들 세부 변수들이 영업 성과에 미치는 영향을 실증적으로 분석하였다. 이를 위해 현재 활동중인 재무설계사를 대상으로 설문조사를 하였다. 설문조사는 2023년 1월 한달간 진행되었으며 이중 유효한 250부를 분석의 대상으로 삼았다. 실증 분석 결과는 다음과 같다. 영업 교육 중 고객 개발, 학습 민첩성은 영업 성과에 유의한 정(+)의 영향을 미쳤다. 영업 역량은 유의성이 검정되지 않았다. 고객지향성 중 SNS 활용 및 고객서비스 제공은 영업 성과에 유의한 정(+)의 영향을 미쳤다. 고객관리시스템 활용은 유의성이 검정되지 않았다. 영업 관리 중 목표 지향성과 보상 체계는 영업 성과에 유의한 정(+)의 영향을 미쳤다. 관리자 리더십은 유의성이 검정되지 않았다. 영업 성과에 유의한 영향을 미치는 변수의 영향력은 목표 지향성, 고객서비스 제공, 보상체계, 학습 민첩성, 고객 개발, SNS 활용 순이었다. 이러한 연구 결과를 바탕으로 학술적 및 실무적 시사점을 제시하였다.

• 한국콘텐츠학회논문지
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• 제8권7호
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• pp.233-242
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• 2008

종사원의 선발, 교육, 보상, 그리고 평가 등과 같은 영업사원의 관리의 실행은 영업력 관리시스템에 있어서 중요한 위치를 차지하는데, 이는 종사원의 역할 모호성, 직무만족, 그리고 성과 등에 지대한 영향을 미치기 때문이다. 이러한 중요성에도 불구하고 호텔의 영업력 관리시스템에 대한 연구가 미진한 형편이다. 따라서 본 연구에서는 영업력 관리시스템(STD, 교육, 보상, 상사지원 등), 직무태도, 그리고 성과와의 영향 관계를 보다 자세히 파악하고자 하였다. 이를 위해 경로모형과 가설을 설정하고 제시하였다. 본 연구를 통하여 호텔의 영업사원과 이들의 관리를 위한 몇 가지 중요한 사항을 제시하는데 공헌하였다. 즉, 이번 연구는 호텔의 실무책임자들과 연구자들에게 새로운 관점과 시사점을 제시할 수 있었다. 먼저, 학술적 측면에서는 영업력 관리시스템에 관한 새로운 접근 방식을 제시하였다. 둘째로, 실무적 측면을 보면, 종사원의 영업성과와 직무만족을 향상시키고, 역할모호성을 감소시키기 위하여, 관리자는 종사원을 대상으로 격려, 영업에 대한 지도, 그리고 영업 노하우 등에 교육과 행동을 취해야 한다.

• 동아시아식생활학회지
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• 제20권5호
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• pp.776-784
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• 2010

This study investigated causal relationships between goal orientation, sales and performance towards increasing the effectiveness of up-selling in internal promotion methods in family restaurants and provided implications about the hiring and training of sales people. The subjects were 232 sales people in family restaurants. The data were collected by self-administered questionnaires and analyzed by exploratory factor analysis, reliability analysis, comparative analysis of the average, and regression analysis. Results, showed that variations in goal orientation, sales, and performance depended on the age and experience of salespeople and that goal orientation makes adaptive selling more effective. It turned out that effort selling affects up-selling result than adaptive selling. Long-term workers were better than short-term workers in goal orientation, selling, and up-selling results, so human resource management needs to implement a long-term plan to enhance these effects. And, because effort selling is more effective than adaptive selling in up-selling results in family restaurants, effort selling requires training.

• 패션비즈니스
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• 제15권1호
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• pp.1-19
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• 2011

In order to develop a new fashion business curriculum, this study attempts to evaluate fashion business curriculum in both domestic and foreign schools and to analyze their existing training programs. The results of this study shows that the analysis of domestic fashion business curriculum shows that 'in the field' knowledge is in need for the new fashion education program where students can be more exposed to the industry environments especially in the area of markets, sales, distribution and management. Also, the analysis of fashion marketing curriculum of F.I.T and PARSONS school of design demonstrates their emphasis on practical as well as academic programs in marketing, distribution and merchandising. In addition, the research on sales person training program reflects that future sales persons will need stronger knowledge in customer analysis, product display and shop management. Based on these findings, this investigation proposes a revised second year fashion business undergraduate program. The academic program in this updated module will place heavier emphasis on such fields as marketing, distribution, product planning and sales management. Also recommended is that the second year students will be exposed to real-world experience by participating in various internships and workshops offered by major companies in the fashion field.

• 한국의류학회지
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• 제36권5호
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• pp.534-548
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• 2012

This study investigates the emotional labor of fast fashion sales personnel using the qualitative research method. The research was performed through an in-depth interview with 10 sales personnel (managers, coordinators, head cashiers, and sales associates) who experienced fast fashion brands from July to October in 2011. The results of this study provide that fast fashion brands do have specific feeling rules and display behavior. Even though the sales personnel spend an extremely short time (about 1 minute) to serve customers, most of them experience exhaustion, fatigue, burnout and self-alienation because of emotional dissonance. Sales personnel do deep-acting and surface acting simultaneously and interviewees who have longer and more sales experience express less emotional dissonance. To reduce the negative results of emotional labor, the company plays an important role through the organizational culture; in addition, deep-acting could be recommended for a beginner until they are comfortable with sales. The results of this study provide the elements of emotional labor in a fast fashion and practical suggestions for store operation and sales personnel training.