Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
권호 표지

Influentional Factors on Multidimensional Relationship Commitment between Salesperson and Apparel Purchaser

의류상품 구매고객과 판매원의 다차원 관계몰입 영향요인

  • Published : 2006.02.01
Download PDF
⟨ Previous Next ⟩

Abstract

Today apparel finns make much effort to build a long-term relationship with their customers. The studies of salesperson-customer relationship emphasized the importance of customer's commitment on the formation of the continuous salesperson-consumer relationship. Therefore, the current study deals with the psychological relationship commitment development and from this prospective examines how consumers maintain the continuous relationship with a particular salesperson. The data were collected from January to February 2005 and analyzed by using SPSS 11.5 and Amos 5.0 with factor analysis, regression, ANOVA, path analysis. The results are as follows: First, the hypothetical model of multidimensional consumer commitment which showed a better fit of data than the rival model is unintentionally conceptualized. Second, the result showed that the affective commitment did the most effective role among the three dimensions of commitment consulted in this study. Especially the data indicated that for the establishment of the affective commitment in the salesperson-customer relationship. it is very important that a customer has deep trust in salesperson's ability, benevolence and honesty.

Keywords

References

  1. 강명수. (2002). 온라인 커뮤니티 특성이 커뮤니티 몰입과 이용의도에 미치는 영향에 관한 연구. 경영저널 3(1),77-98
  2. 김상현. (1995). 몰입이론적 시각에서 본 기업간 통제 메카니즘. 경영학연구, 24(1), 197-224
  3. 김선화, 이영선. (2002). 백화점 의류매장의 지각된 서비스 환경이 고객의 내적반응과 외적행동에 미치는 영향. 소비자학 연구, 13(3), 26-288
  4. 서문식, 서용한, 김유정. (2001). 관계발전 과정에 따른 고객 초구 혜택과 관계지향성간의 관계. 부산상경대 논문집, 72.89-102
  5. 이성수 (2000). 구매자-판매자 관계몰입의 다차원 모형연구. 고려대학교 대학교 박사학위 논문
  6. 이호배, 장주영. (2002). 온라인 멤버쉽이 몰입과 일체감의 매개를 통해서 고객 애호도에 미치는 영향. 경영학연구,31(2),787-815
  7. 한욱상. (1992). 판매원의 성과 환경요인과 이직에 관한 연구. 성균관대학교 대학원 박사학위 논문
  8. Allen, N. J., & Meyer, J. P. (1990). The measurement and antecedent of affective, continuance and normative commitment to the organization. Journal of Occupational Psychology. 63(1), 1-18 https://doi.org/10.1111/j.2044-8325.1990.tb00506.x
  9. Anderson, E., & Weitz, B. (1992). The use of pledges to build and sustain commitment in distribution channels. Journal of Marketing Research, 21(Feb), 18-34
  10. Anderson, J. C., Hakansson, H. & Johnson, J. (1994). Business relationships within a business network context. Journal of Marketing, 58(October), 1-15
  11. Barbin, B. J., Boles, J. S., & Darden, W. R. (1995). Salesperson stereotypes, consumer emotions and their impact on information processing. Journal of the Academy of Marketing Science, 23(2),94-105 https://doi.org/10.1177/0092070395232002
  12. Barnes, J. G. (1997). Closeness, strength and satisfaction: examining the nature of relationships between providers of financial services and their retail customers. Psychol-ogy and Marketing, 14(8), 765-790 https://doi.org/10.1002/(SICI)1520-6793(199712)14:8<765::AID-MAR3>3.0.CO;2-C
  13. Becker, H. S. (1960). Note on the concept of commitment. American Journal of Science, 66, 32-42 https://doi.org/10.1086/222820
  14. Berg, J. H., & McQuinn, R. D. (1986). Attraction and exchange in continuing and noncontinuing dating relationships. Journal of Personality and Social Psychology, 50(5), 942-952 https://doi.org/10.1037/0022-3514.50.5.942
  15. Berry, L. (1995). Costorner's motivations for maintaining relationships with service providers. Journal of Retailing, 73(1), 15-37 https://doi.org/10.1016/S0022-4359(97)90013-0
  16. Bitner, M. J. (1990). Evaluating service encounters: The effect of physical surrounding and employees response. Journal of Marketing, 54(April), 69-82 https://doi.org/10.2307/1251871
  17. Carlzon. J. (1987). Moments of Truth. N.Y.: Harper & Row
  18. Cronin, J. J., & Taylor, S. A. (1992). Measuring service quality. Journal of Marketing, 56(July), 55-68
  19. Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship quality in service selling: AnInterpersonal influence perspective. Journal of Marketing, 54(Jul), 68-81 https://doi.org/10.2307/1251817
  20. Czepiel, J. A. (1990). Service encounters and service relationship: Implications for research. Journal of Business Research, 20(January), 13-21 https://doi.org/10.1016/0148-2963(90)90038-F
  21. Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationships. Journal of Marketing, 6/(Apr), 35-51
  22. Dwyer, R. F., Schurr, P. H., & Oh, S. (1987). Developing buyerseller relationships. Journal of Marketing, 51(Apr), 11-27 https://doi.org/10.2307/1251126
  23. Gruen, T. w., Summers, J. O., & Acito, F. (2000). Relationship marketing activities, commitment and membership behaviors in professional associations. Journal of Marketing, 64, 34-49 https://doi.org/10.1509/jmkg.64.3.34.18030
  24. Heskett, J. L., Jonse, T. O., Loveman, G. W. E. Jr., & Schlesinger, L. A. (1994). Putting the service - profit chain to work. Harvard Business review, 72, 164-174
  25. Jin, b., & Hong, b. (2004). Consumer susceptibility to salesperson influence in Korean department stores. Journal of International Consumer Marketing, 17, 33-52 https://doi.org/10.1300/J046v17n01_03
  26. Kelley, H. H., Berscheid, E., Christensen, A., Harvey, J. H., Huston, T. L., Levinger, G., McClintock, E., Peplau, L. A., & Peterson, D. R. (1983). Analyzing close relationships. In H. H. Kelley, Harvey, J. H., & Huston, T. L. (Eds.), Close relationship (pp. 20-67). NY: W. H. Preeman & Company. 20-67
  27. Kelly, S. w., & Davis, M. A. (1994). Antecedents to customer expectations for services recovery. Journal of the Academy of Marketing Science, 22(1),52-61 https://doi.org/10.1177/0092070394221005
  28. Kiesler, c., & Sakumura, J. (1966). A test of a model for commitment. Journal of Personality and Social Psychology, 3, 349-353 https://doi.org/10.1037/h0022943
  29. Kumar, N., Scheer, L. K., & Steenkamp, J. B. E. M. (1995). The effects of supplier fairness on vulnerable resellers. Journal of Marketing Research, 32(Aug). 348-356 https://doi.org/10.2307/3151986
  30. MacNeil, I. R. (1980). Contracts: Adjustment of long-term economic relations under classical, Neo classical and relational contract law. Northwestern University Law Review, 72, 854-902
  31. Mathieu, J. E., & Zajac, D. M. (1990). A review and metaanalysis of the antecedent, correlates and consequences of organizational commitment. Psychological Bulletine, 108(2), 171-194 https://doi.org/10.1037/0033-2909.108.2.171
  32. Meyer, J. P., Allen, N. J., & Smith, C. A. (1993). Commitment to occupations: extension and test of a three-component conceptualization. Journal of Applied Psychology, 78(4),538-551 https://doi.org/10.1037/0021-9010.78.4.538
  33. Mittal, B., & Lassar, W. M. (1996). The role of personalization in service encounters. Journal of Retailing, 72(1), 95-109 https://doi.org/10.1016/S0022-4359(96)90007-X
  34. Moorman, c., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of market research: The dynamics of trust within andbetween organizations. Journal of Marketing Research, 29(Aug), 314-329 https://doi.org/10.2307/3172742
  35. Mueller, C. w., Boyer, E. M., Price, J. L., & Iverson, R. D. (1994). Employee attachment and noncoercive conditions of work: The case of dental hygienist. Work and Occupations, 21(2),179-212 https://doi.org/10.1177/0730888494021002002
  36. O'Mally, L., & Tynan, C. (2000). Relationship marketing in consumer markets: Rhetoric of reality. Eurpoean Journal of Marketing, 34(7),797-815 https://doi.org/10.1108/03090560010331225
  37. Ping, R. A. Jr. (1993). The effects of satisfaction and structural constrains on retailer exiting, Voice, loyalty. Opportunism, and neglect. Journal of Retailing, 69(Fall), 320-352 https://doi.org/10.1016/0022-4359(93)90010-G
  38. Price, L. L., & Arnold, E. J. (1984). The role of interpersonal sources in external search: An information perspective. Advances in Consumer Research, 250-253
  39. Reichheld, F. F. (1993). Loyalty-based management. Harvard Business Review, 71(March-April),64-73
  40. Shama, N., & Patterson, P. (2000). Switching costs. Alternative attractiveness and experience as moderators of relationship commitment in professional consumer services. International Journal of Service Industry Management, 11(5), 470-490 https://doi.org/10.1108/09564230010360182
  41. Smith, J. B., & Barclay; D. W. (1997). The effects of orginizational differences and trust on the effectiveness of selling partner relationships. Journal of Marketing, 61(January), 3-21 https://doi.org/10.2307/1252186
  42. Taros, S. J., Jermier, J. M., Kolter, J. W., & Sincich, T. (1993). Effectsof continuance, affective and moral com-mitment of the withdrawal process: An evaluation of eight structural equation models. Academy of Management Journal, 36(5), 951-995 https://doi.org/10.2307/256642
  43. Thibaut, J. w., & Kelley, H. H. (1959). The Social Psychology of Groups. N.Y.: John Wiley & Sons, Inc
  44. Williams, K. c., & Spiro, R. L. (1985). Communication style in the salesperson- customer dyad. Journal of Marketing Research, 22(Nov), 423-442
  45. Zeithaml. V. A., Berry, L. L., & Parasurarnan, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(April), 31-46