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The Effects of Fashion Store Salesperson's Effort on Middle Upper Class Older Female Customer's Intent to Relationship Continuity  

신혜봉 (이화여자대학교 의류직물학과)
임숙자 (이화여자대학교 의류직물학과)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.27, no.6, 2003 , pp. 675-684 More about this Journal
Abstract
The purposes of this study was to identify the dimensions of salesperson's effort and to examine the effect of salesperson's effort on relationship quality and customer intent to relationship continuity of middle upper class older female customers. The subjects used for the study were 202 middle upper class older female customers over 55 years living in Seoul. Factor analysis, paired t-test, multiple regression analysis and path analysis were used for statistics analysis. The results of this study were as follows. First, 5 factors were identified for the dimensions of salesperson's effort in older female customer's perception: attentiveness/product competence/effective access/friendliness/ special treatment. The salesperson's effort perceived most importantly was friendliness. Second, the salesperson's effort perceived by customer had direct and indirect effects on customer intent to relationship continuity; indirect effect mediated by relationship quality was larger than the direct one. Relationship quality was proved to have a crucial role in customer intent to relationship continuity. The influences of dimensions of salesperson's effort were also investigated. The effective access affected considerably on customer intent to relationship continuity.
Keywords
salesperson's effort; relationship quality; intent to relationship continuity;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
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