The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Job competencies required for a sales training program in fashion shop

패션제품 판매 훈련교육 프로그램을 위한 직무역량 연구

  • Received : 2021.11.01
  • Accepted : 2021.12.05
  • Published : 2021.12.31
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Abstract

The purpose of this study was to examine job competencies for sales training program development to maximize profits in fashion retailing. An empirical online survey was conducted from September to December 2019, and data was collected from 200 salespeople and store managers working in fashion stores. Results were analyzed using frequency analysis, factor analysis, variance analysis, and regression analysis with SPSS 25.0. The major findings of this study were as follows. First, the most important job competencies identified by fashion store managers were: sales sense know-how, customer service skills, and sales person's fashion style sense, product knowledge, fashion marketing and customer management. The job competency factors for sales training programs included empathy with the customer, product knowledge, communications and networking, basic job requirement, and sales skills. These five factors positively influenced the employment intentions and expectations of work performance of graduates. These factors also had a positive influence on the need of sales training program and intention to participate in retraining. Store managers in fashion retail thought the most appropriate period for on-the-job training was either 2-4 days or more than 1 week. The results of this study can be used as a base to develop training programs for job efficiency for salespeople in fashion retailing.

Keywords

Acknowledgement

This work was supported by research fund from Honam University 2019.

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