• 패션비즈니스
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• 제11권3호
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• pp.46-58
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• 2007

The purpose of this study was to identify the physical surroundings and the salesperson's service in apparel stores, and to examine their effects on customer satisfaction and the intention to repurchase. The data was collected from a questionnaire conducted on 312 female adults who had just finished shopping, and was analyzed by frequency analysis, factor analysis, reliability analysis, regressive analysis and ANOVA analysis with SPSS 10.0. The results were as follows: (1) As a result of the factor analysis, five factors were identified with regard to physical surroundings: spatial layout and functionality, presentation and aesthetics, ambience, convenience, and information. The factors pertaining to the salesperson's service in apparel stores were divided into four dimensions: knowledge and assurance, convenience and responsiveness, etiquette, and empathy. (2) As far as physical surroundings are concerned, spatial layout and functionality, presentation and aesthetics, ambience, and convenience were all found to influence customer satisfaction. In terms of salesperson's service, convenience and responsiveness, etiquette, and empathy each had an influence on customer satisfaction. (3) Furthermore, physical surroundings and the salesperson's service influenced the intention to repurchase. The intention to repurchase is influenced by spatial layout and functionality, ambience, convenience, and information with regard to physical surroundings, by knowledge and assurance, convenience and responsiveness, and empathy with regard to the salesperson's service. (4) It was revealed that the significance of the physical surroundings and salesperson service factors varies depending on the consumer's age, level of education, and income.

• 유통과학연구
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• 제19권5호
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• pp.35-48
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• 2021

Purpose: This research aims to analyze the influence of relational penetration capability on salesperson performance and the influence of customer orientation, customer knowledge accessibility, and salesperson-customer relationship quality on the relational penetration capability of the insurance service industry in Central Java. Research design, data, and methodology: This explanatory research involved 211 respondents. Path analysis was used to analyze the primary data obtained. Results: The customer orientation positively influences relational penetration capability and customer knowledge accessibility which can improve salesperson performance. The salesperson-customer relationship quality shows a positive impact on the salesperson's relational penetration capability, salesperson performance, and relational penetration capability which will lead to an improved salesperson-customer relationship. Higher knowledge levels of customer necessity have important implications for a salesperson's capability of finding potential customers and of fulfilling customers' requirements through careful analysis of necessity. Conclusions: The salespeople should be capable of building and maintaining a good relationship with their customers as an indication that salespeople of Insurance Service Company Distribution in Central Java have good performance.

• 한국의류학회지
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• 제24권5호
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• pp.760-771
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• 2000

The main objective of this study were to develop the scale for measuring service quality and to identify the differences of service quality among apparel store types(department store, fashion specialty store and national brand independent store). Data were collected from 463 subjects who finished their shopping with a self-administered questionnaire. The results were as follows; 1. As a result of factor analysis, seven dimensions were identified for service quality: VMD, store atmosphere, pleasant enviornment, product assortment, store policy, salesperson's assurance, and salesperson's responsiveness dimensions. The first five dimensions and the last two dimensions were corresponded to store service and sales service respectively. Those dimensions explained 56.56% of service quality. Especially the salesperson's assurance had the most explaining power. 2. The fashion specially store was evaluated as the highest in five dimensions of store service, whereas the department store was evaluated as the lowest in the pleasant environment dimension. 3. Store policy, salesperson's assurance, store atmosphere, and VMD dimensions explained 38% of store satisfaction.

• 한국의류학회지
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• 제32권1호
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• pp.45-54
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• 2008

The purposes of this study are to examine consumer's perception about salesperson services of fashion stores, and how salesperson services influence on consumer's satisfaction, repeat purchase intention by price perception. The data was obtained from a survey of 420 fashion product consumers in their 20's living in Gwangju city in 2006. It was analyzed by factor analyses, reliability, frequency, T-test, regression. The results of the survey were: 1) Salesperson service dimensions perceived by fashion product consumers were 4 dimensions: Customer service orientation,. Relationship orientation, Reliability & sales ability, Salesperson's appearance. 2) Salesperson services influenced on satisfaction of high price perception group and low price perception group. 3) Satisfaction and salesperson service importance influenced on repeat purchase intention of high price perception group and low price perception group. 4) The difference of salesperson services perceptions by store types were examined. The findings of this study are expected to help fashion stores make successful relationship strategy according to price strategy and keep the relationship with their customers for a long time in fashion retail setting.

• 유통과학연구
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• 제6권1호
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• pp.99-116
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• 2008

본 연구는 기업환경이 디지털화 되어가는 상황에서 영업사원의 노트북 사용이 서비스공정성과 고객만족을 매개변수로 하여 영업사원평가에 어떤 영향을 주는지에 대해 연구하였다. 연구결과 첫째, 영업사원의 노트북사용은 서비스공정성에 영향을 미치는 것으로 나타났다. 둘째, 서비스공정성 중에서 절차공정성과 상호작용공정성은 고객만족에 긍정적 영향을 미치지 못하는 것으로 확인되었고 분배공정성은 고객만족에 긍정적인 영향을 주는 것으로 확인되었다. 셋째, 고객만족은 영업사원 평가에 영향을 미치고 있음을 확인하였다. 넷째, 영업사원의 노트북 사용은 영업사원평가에 직접적인 영향을 미치지 않음을 확인하였다. 그러나 결과에서 보듯이, 영업사원의 노트북 사용은 서비스공정성과 고객만족을 통해 영업사원평가에 유의한 영향을 주는 것으로 나타났다.

• 유통과학연구
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• 제16권11호
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• pp.57-64
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• 2018

Purpose - As the importance of salesperson attitudes and behaviors enhancing customer perception and loyalty have increased, many retail companies put emphasis on internal marketing activities. The issue also has captured the interest of academics, but most of the previous research tends to be limited to investigating antecedents of salesperson job satisfaction and commitment. Based on the consumer-brand relationship concepts, this study aims to examine the effects of the salesperson-brand relationships on customers' service evaluation and store loyalty. Research design, data, and methodology - In a structural equation model, it is hypothesized that salesperson brand identification influences salespersons' brand trust and affect, which are the two dimensions of consumer-brand relationships. Salespersons' brand trust and affect are expected to increase salespersons' customer orientation, which in turn influences customers' service evaluations and store loyalty. To test this hypotheses a set of data collected from department stores in Seoul is utilized. Results - First, it was found that salesperson brand identification is a significant antecedent to salespersons' brand trust and affects, the two dimensions of salesperson brand relationships. Second, salespersons' brand trust and affect were found to enhance salespersons' customer-oriented behaviors. Third, salespersons' customer orientation showed a significant effect on customers' service evaluation. When a salesperson makes more effort to provide useful information for fulfilling customer needs, customers evaluate the salesperson's service more positively. Finally, customers' service evaluation had a positive impact on customers' store loyalty. Conclusions - This study provides significant academic and practical implications. First, based on the theory of consumer-brand relationships, the concept of salesperson-brand relationships was introduced and found to be an effective motivator of salespersons' customer oriented attitudes and behaviors. Therefore, the two dimensions of brand relationships, brand trust and affect, should be considered as the critical factors both in developing theoretical research and improving long-term company performance. Also, internal marketing activities should focus on maximizing employees' brand identification. That is, retail companies need to put emphasis on sharing their brand values and personality with internal customers to strengthen the brand relationships with salespersons and to enhance customer responses.

• Asia Marketing Journal
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• 제20권3호
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• pp.17-38
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• 2018

Branded service encounters, in which various aspects of frontline employees are strategically aligned with the firm's brand positioning, can be achieved along several dimensions such as employee appearance, manner, and personality. While previous research has mainly focused on behavioral traits of employees, this research examines the employee's physical appearance in association with the brand personality trait across two studies. Study 1 shows that salesperson look-brand personality congruence enhances brand affect by inducing positive affect. Specifically, a brand-congruent look of a salesperson increases positive affect among customers by confirming their prior expectations about what a salesperson of a certain brand should look like as a brand representative. Study 2 reveals that the positive impact of salesperson look-brand personality congruence on brand affect is significant only for customers with high social anxiety whereas this effect disappears for those with low social anxiety. These findings extend previous research on branded service encounters by showing why and when frontline employees' physical appearance shapes customers' affective responses toward the brand.

• 유통과학연구
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• 제16권4호
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• pp.75-82
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• 2018

Purpose - As the role of salespersons in retail stores has expanded from selling products to sharing brand experiences with customers, the importance of research on the effects of salesperson-brand relationships has grown. The purpose of this research is to investigate the influences of salespersons' brand identification on conceptual fluency and customers' service and brand evaluations. It was supposed that salespersons' brand identification is affected by brand knowledge, which is a core dimension of internal branding. Research design, data, and methodology - The author developed a structural model in which salespersons' brand knowledge influences brand identification, hence customers' perception of salesperson-brand image congruence. And it is hypothesized that salesperson-brand image congruence influences conceptual fluency which affects customers' satisfaction and brand evaluation. Data were collected from five department stores in Seoul. Results - First, salespersons' brand knowledge was found to have a significant effect on brand identification. The more a salesperson knows about the affiliated brand, the higher her level of brand identification. Second, salespersons' brand identification influenced salesperson-brand image congruence. Third, salesperson-brand image congruence had a significant effect on brand conceptual fluency. Customers who perceive salesperson-brand image congruent are more likely to process information easily. Finally, conceptual fluency was found to be a significant determinant of store loyalty and brand value evaluation. Conclusions - The results of this study verify importance of salesperson's brand identification on customers' service and brand evaluations. To enhance salespersons' brand identification, retailers should emphasize the importance of internal branding and communication, especially by sharing brand vision, values, and identity with employees at customer contact points. Also, as brand conceptual fluency is a significant determinant of customer responses, retailers need to deliver consistent messages through various components of store environments, including salespersons' attitudes, appearances, and manners, as well as physical store design. With a deeper understanding of the effects of salesperson-brand relationship and brand conceptual fluency, retailers will be able to create more effective brand strategies to enhance their performances. Future studies should consider data from various retail types, such as discount stores, to generalize the findings.

• 한국의류산업학회지
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• 제14권3호
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• pp.413-422
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• 2012

This study is to verify the influence of salesperson's nonverbal communication on consumer emotions, and service quality in fashion shopping. This study sample is limited to Busan and Kyungnam Province's fashion shopping consumers. The responders included 239. Data were analyzed by frequency, factor analysis, and AMOS. As the results, kinesics, proxemics, paralanguage, and physical appearance are a major influence on positive consumer emotions that influence service quality. Kinesics and proxemics are a major influence on negative consumer emotions; however, paralanguage, and physical appearance are not a major determinant to influence negative consumer emotions; in addition, there is a direct link between negative consumer emotions and service quality. Also, consumer emotions mediated the relationship between nonverbal communication and service quality. Therefore, fashion firms should train employee manners to ensure that nonverbal communication is important in service encounters.

• 한국의류산업학회지
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• 제10권3호
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• pp.289-297
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• 2008

This paper was to examine the salesperson's service that the consumer demands in different types of fashion retailing formats including department store, discount store and outlet store. Data has been collected from June to August in 2005 in Pusan and Seoul on subject of 1000 adult over18 years old and 979 pieces were used to analyze. Data analysis was conducted by factor analysis, regression using the SPSS statistics package program. Services in common in 3 fashion retailing formats were "individual concerning", "kindness, courtesy/customer respect", "quick correspondence/convenience", and "product knowledge". Unique services that consumer demanded for the department store were professional and polite attitude; for the discount store, honesty and convenience for refund and exchange; for the outlet store, wide range of product selection. The results has shown that the part of salesperson's service dimensions influenced the consumer's purchase, repurchasing intention and the level of satisfaction. Therefore fashion marketers need to carefully implicate operation and service management depending on the retailing formats.