Human Ecology Research

The Korean Home Economics Association (대한가정학회)
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A Study of the Effects of the Internal Characteristics of Fashion Brand Salespeople on Core Sales Tasks

패션브랜드 판매원의 내적특성이 판매 중심직무에 미치는 영향에 관한 연구

  • Received : 2021.04.25
  • Accepted : 2021.07.06
  • Published : 2021.08.30
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Abstract

The purpose of this study was to reveal the effects of internal characteristics, such as fashion involvement, personality characteristics, and customer orientation of fashion brand salespeople on the core sales tasks, and how the core sales tasks and internal characteristics differ depending on differences in the way salespeople are remunerated. The data were collected as a questionnaire to fashion brand salespeople in Gwangju from September to October 2020. Using 235 responses, the data were analyzed with SPSS 21.0 for frequency analysis, reliability analysis, t-test, factor analysis, and regression analysis. The research results were as follows. First, fashion involvement comprises factors such as 'fashion passion and sense'and 'fashion trend interest', and the greater the 'fashion passion and sense', the better the 'sales management'and 'customer relationship management'jobs. Second, 'esthetic openness', 'responsibility' and 'extroversion' of the big five personality characteristics have a positive impact on 'sales management' and 'customer relationship management' tasks. Third, customer orientation comprises factors such as 'customer-centric understanding'and 'gain customer trust', the greater the customer-orientation, the better the 'sales management'and 'customer relationship management'tasks. Fourth, according to the position of the salesperson, the group of professional salespeople at manager level had high responses in core sales tasks, fashion involvement, customer orientation, and characteristics such as 'agreeableness', 'esthetic openness', and 'responsibility'.

Keywords

Acknowledgement

This work was supported by the research fund of Gwangju University in 2021.

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