의류제품 판매원에 대한 고객만족과 판매원충성도에 대한 연구

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

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.