Journal of the Korean Home Economics Association (대한가정학회지)

The Korean Home Economics Association (대한가정학회)
권호 표지

The Customer Satisfaction and loyalty of Salespersons Working at Apparel Store - For the high school students in Daegu area -

의류점포 판매원에 대한 고객만족과 충성도 -대구시내 고등학생을 대상으로-

  • 조은영 (대구교육대학교 실과교육학과)
  • Published : 2003.12.01
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study was to identify importance of salesperson's selling behavior's such as orientation and loyalty. A total of 350 questionnaires was distributed to high school students in the city of Daegu area and 306 respondents were used for the statistical analysis. The primary methods of the statistical analysis employed in this thesis to test the hypotheses were factor analysis, reliability analysis, correlation, and linear regression. SPSS package program was used to analyze the data. The results are as follows：1. Customers felt dissatisfaction at salesperson's selling-orientation and felt satisfaction at customer-orientation when they buy the clothes. The salesperson's selling behavior was connected with customer's satisfaction directly, and was very important to retail market 2. The customer satisfaction of salesperson shows meaningful relation and has influenced on salesperson loyalty as well as customer satisfaction of store. But the customer satisfaction of salesperson has not influenced on store loyalty. 3. The customer satisfaction of store shows meaningful relation and has influenced on store loyalty, but not on salesperson loyalty. 4. The salesperson loyalty shows meaningful relation with and has influenced on store loyalty. The more salesperson loyalty increases, the more store loyalty increases. Accordingly, it is concluded that the future success of firms and retailers depends on the quality of the relationship between customers and salespersons.

Keywords

References

  1. 김윤희, 김미영(2001). 의류점포의 서비스 개념 체계와 쇼핑유형과의 관련성. 한국의류학회지, 25(1), 183-194
  2. 김종희, 조현주(2003). 청소년의 소비자 의식과 의복구매행동. 한국가정과교육학회지. 15(2), 67-78
  3. 김현숙, 이은영(1992). 점포이미지에 의한 패션 점포의 유형화. 한국의류학회지. 16(2), 155-168
  4. 김현숙, 최선형(2002). Y세대의 힙합패션 구매행동에 관한 연구. 한국의류학회지, 26(9/10), 1320-1330
  5. 박수경, 임숙자(1916). 소비자의 의류쇼핑동기 유형과 점포에 관한 연구-선호점포와 점포분위기. 한국의류학회지, 20(3), 414-428
  6. 송종호(1996). 대고객 관계 마케팅 요인에 관한 연구. 대구.경북마아케팅학회, 마아케팅논집 제6편, 제1권, 105-135
  7. 유명의(1992). 통학복 유형에 따른 의복행동에 관한 비교연구-광주지역 남 . 여 고등학생을 중심으로- 대한가정학회지, 30(1), 11-24
  8. 이경아(1999). 고등학생의 수입 캐쥬얼 의류태도에 따른 상표 분별 능력과 구매행동 연구. 경희대학교 대학원 석사학위논문
  9. 정혜영(1992). 의복구매행위에 관한 실태분석-서울시내 여대생을 중심으로-. 한국의류학회지, 7(1), 17-24
  10. 조은영(1999). 의복판매원의 판매행동이 고객만족에 미치는 영향과 만족 후의 고객행동. 경북대학교 박사학위논문
  11. 조희라, 이선재(2001). 가족커뮤니케이션과 의복 구매유형에 따른 청소년의 마켓가치 평가 및 구매 영향력 연구. 한국의류학회지, 25(1), 25-36
  12. 주정래, 정명선(2002). 패션점포와 고객간의 관계효익이 관계의 질과 고객만족에 미치는 영향. 한국의류학회지. 26(7), 1043-1054
  13. 천춘애(1995). 고등학생의 의복구매행동에 관한 연구. 경상대학교 석사학위논문
  14. 홍금희(2000). 의류점포 유형에 따른 서비스품질과 점포만족도. 한국의류학회지, 24(5), 760-771
  15. 홍금희(2002). 쇼핑동기와 서비스품질 지각이 고객의 감정적 반응과 패션점포 만족도에 미치는 영향. 한국의류학회지, 26(2), 216-226
  16. 김은정, 이선재(2002). 고객과의 관계에 영향을 미치는 의류점포 판매원의 속성. 한국의류학회지, 26(11), 1570-1581에서 재인용
  17. Wray, Barry, Adrian Palmer and David Bejou(1994). Using neural network analysis to evaluate buyer-seller relationships. European Journal of Marketing, 28(10), 32-48 https://doi.org/10.1108/03090569410075777
  18. Goff, Brent G., James S. Boles, Danny N. Bellenger & Carrie Stojack (1997). The influence to salesperson selling behaviors on Customer Satisfaction with Products. Journal of Retailing, 73(2), 171-183 https://doi.org/10.1016/S0022-4359(97)90002-6
  19. E. B. Hurlock(1976). The Psychology of Dress: An Analysis of Fashion and its Motives. Aron Press, N.Y.
  20. Gerrard Macintosh & Lawrence S. Lockshin(1997). Retail relationships and store loyalty: A multi-level perspective. International Journal of Research in Marketing, 14, 487-497 https://doi.org/10.1016/S0167-8116(97)00030-X
  21. John A. Czepiel(1990). Service Encounters and Service Relationships: Implications for Research. Journal of Business Research, Vol 20, 13-21 https://doi.org/10.1016/0148-2963(90)90038-F
  22. Leonard L. Berry & A. Parasuraman(1991). Marketing Services: Competing Through Quality. New Yark: The Free Press
  23. Oliver, Richard L.(1993). A Conceptual Model of Service Quality and Service Satisfaction: Compatible Goals, Different Concepts. in Advances in Services. Marketing and Management, Vol. 2, 65-85
  24. Reynolds, Kristy E. & Beatty, Sharon E.(1999). Customer Benefits and Company Consequences of Customer-Salesperson Relationships in Retailing. Journal of Retailing, Vol. 75, 11-32 https://doi.org/10.1016/S0022-4359(99)80002-5
  25. Richard L. Oliver & John E. Swan(December 1989). Equity and Disconfirmation Perceptions as Influence on Merchant and Product Satisfaction. Journal of Consumer Research, Vol 16, 372-383 https://doi.org/10.1086/209223
  26. Robert A. Westbrook(Fall 1981). Sources of Consumer Satisfaction with Retail Outlets. Journal of Retailing, Vol. 57, 68-85
  27. Robert Saxe & Barton A. Weitz(August 1982). The SOCO Scale: A Measure of the Customer Orientation of Salespeople. Journal of Marketing Research, 19, 343-351 https://doi.org/10.2307/3151568
  28. Schiffman, Leon G. & Leslie Lazar Kanuk(1997). Consumer Behavior, 6th ed. Prentice-Hall, 588-591
  29. Westbrook, Robert A.(Fall 1981). Sources of Consumer Satisfaction with Retail Outlets. Journal of Retailing, Vol. 57, 68-85