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

The Korean Society of Clothing and Textiles (한국의류학회)
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Influence of Hanbok Salesperson's Attributes on Relationship Quality with Customers and the Behavioral Intention

한복판매원의 속성이 고객과의 관계의 질과 행동의도에 미치는 영향

  • Hwang, Bog Hee (Dept. Clothing & Textiles, Chungnam National University) ;
  • Rhee, Young Sun (Dept. Clothing & Textiles, Chungnam National University)
  • 황복희 (충남대학교 생활과학대학 의류학과) ;
  • 이영선 (충남대학교 생활과학대학 의류학과)
  • Received : 2013.07.12
  • Accepted : 2013.09.30
  • Published : 2013.10.31
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Abstract

This study shows the importance of human factors in relationship marketing by revealing the influence of Hanbok salesperson's attributes on relationship quality and long-term relationship orientation at the time when a culture is newly understood. A questionnaire surveyed 376 women living around the Seoul and Daejeon Metropolitan areas from February to March 2013. SPSS WIN 20.0 and AMOS 20.0 programs analyzed the gathered data. We review the influence of Hanbok salesperson's attributes (expertise, ethics, communication skill, customer orientation, similarity, and likeability) on relationship quality and behavioral intention. The research indicates that only customer orientation and Hanbok salesperson's expertise attributes influence relationship quality. All the attributes had a positive influence; in addition, the relationship quality had a significant influence on customer loyalty. However, communication skill, similarity, and likeability did not influence relationship quality. Customer orientation, which provides a customized service based on the recognition of individual customer trends and expertise in developing a relationship with customers, are important factors to form relationship quality and loyalty.

Keywords

References

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