The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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The effects of service education and empowerment for sales person of fashion companies on customer orientation, job performance and job satisfaction

패션업체 판매원의 서비스교육과 임파워먼트가 직무만족, 고객지향성과 직무성과에 미치는 영향

  • Choi, Jung Eun (Dept. of Fashion Marketing, Graduate School, Sungkyunkwan University) ;
  • Lee, Kyoung Mee (Dept. of Interdisciplinary Program in Studies of Arts, Graduate School, Sungkyunkwan University) ;
  • Hwang, Sun Jin (Dept. of Fashion Marketing, Sungkyunkwan University)
  • 최정은 (성균관대학교 대학원 의상학과) ;
  • 이경미 (성균관대학교 대학원 예술학협동과정) ;
  • 황선진 (성균관대학교 의상학과)
  • Received : 2013.12.05
  • Accepted : 2014.02.12
  • Published : 2014.02.28
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Abstract

The study focuses on verifying the effects of service education and empowerment on job satisfaction, job performance, and customer orientation. 290 salespeople working for fashion companies participated by completing a survey. The collected data was then analyzed with SPSS 16.0 and AMOS 7.0. Structural equation modeling was used to examine the goodness of fit. Looking at the results of this study, the service education of salespersons in fashion companies was shown to affect their level of satisfaction with their compensation, whereas empowerment affected their psychological satisfaction. These findings indicate that the service training and empowerment as experienced by salespersons working for fashion companies affect their customer orientation and job performance. Specifically, psychological satisfaction as part of the overall level of job satisfaction was found directly to affect their customer orientation, whereas their satisfaction with their compensation did not affect their customer orientation. Customer-orientation as influenced by service education and empowerment was revealed to have direct effect on job performance. The results of this study indicate that the service education of salesperson working for fashion companies and their level of empowerment create job satisfaction and customer orientation in these individuals. This study will be a valuable source of information for those who create salesperson empowerment programs and salesperson management strategies for fashion companies. Such programs and management strategies can facilitate efficient job performance by salespersons working for fashion companies and increase their level of job satisfaction.

Keywords

References

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