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논문 상세정보

의류제품 판매원에 대한 고객만족과 판매원충성도에 대한 연구

A Study of Customer satisfaction of Salesperson and Salesperson Loyalty in Apparel stores

Abstract

The purpose of this study was to identify the importance of salesperson selling behavior such as salesperson's orientation, similarity with customers and expertise as well as the relationship benefits of salesperson. A total of 400 questionnaires were distributed to adults in Daegu-Kyongbuk area and 335 questionnaires were collected(84%) and 314 samples were used for the statistical analysis. The primary methods of the statistical analysis were factor analysis, confirmatory factor analysis, correlation and path analysis using LISREL 8. The results are as follows: First, clothings salesperson's customer-orientation(p < .10), expertise, similarity (p< .10) and salesperson's functional, social benefits showed positive relation with customer satisfaction. And salesperson's selling-orientation influenced customer satisfaction of salesperson negatively. In addition customer satisfaction of salesperson showed positive relation with salesperson loyalty and satisfaction of the stores. Second, the salesperson loyalty showed positive relation with store loyalty and word-of-mouth but showed negative relation with post-purchase information search. Customer satisfaction of stores showed negative relation with post-purchase information search but no meaningful relation with store loyalty and word-of-mouth.

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이 논문을 인용한 문헌 (12)

  1. 2003. "CRM Marketing of Shopmasters in Designer Brand Products" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, 27(2): 239~249 
  2. 2003. "The Effects of Fashion Store Salesperson's Effort on Middle Upper Class Older Female Customer's Intent to Relationship Continuity" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, 27(6): 675~684 
  3. 2003. "The Role of Mediators, Salespeople's Job Satisfaction and Customer Satisfaction Between Market Orientation and Performance of Apparel Firms" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, 27(6): 705~714 
  4. 2004. "The Influence of Service Quality, Product Quality, Price on Store Patronage for Apparel Stores" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, 28(1): 12~21 
  5. Park, Kwang-Hee 2004. "The Effects of Customer Orientation and Sales Training on Salespeople Performance - Focused on Apparel Salespeople at Department Stores in Daegu -" 한국의류산업학회지 = Journal of the Korean Society for Clothing Industry, 6(3): 314~320 
  6. Kim, Jie-Yurn 2008. "A Study on the Salesperson Services and Repeat Purchase Intention by Price Perception of Fashion Stores" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, 32(1): 45~54 
  7. Jung, Yoon-Young ; Lee, Eun-Sook 2008. "A Study on Evaluation toward Salesperson Attributes and Consumer's Relationship Continuity" 한국의류산업학회지 = Journal of the Korean Society for Clothing Industry, 10(3): 298~306 
  8. Chun, Tae-Yoo ; Park, No-Hyun 2008. "The Relationship between Department Store Sales Person's Perception of Ethical Management and Their Job Performance" 한국의류산업학회지 = Journal of the Korean Society for Clothing Industry, 10(6): 873~881 
  9. Moon, Hee-Kang ; Rhee, Eun-Young 2008. "The Types of Relationship Quality and Multi-loyal Relations of Department Store Fashion Consumers" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, 32(10): 1497~1508 
  10. Hwang, Seon-A ; Hwang, Sun-Jin 2011. "The Effect of Cosmetic Companies' CRM Activities on Relationship Benefits, Relationship Commitment and Brand Switching Reduction Intention" 대한가정학회지 = Journal of the Korean Home Economics Association, 49(7): 97~109 
  11. Hwang, Bog Hee ; Rhee, Young Sun 2013. "Influence of Hanbok Salesperson's Attributes on Relationship Quality with Customers and the Behavioral Intention" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, 37(7): 907~921 
  12. Park, Kwang Hee 2014. "The Effects of Job Related Variables on Job Satisfaction and Job Performance of Apparel Salespeople" Fashion & textile research journal = 한국의류산업학회지, 16(3): 378~385 

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