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http://dx.doi.org/10.12940/jfb.2018.22.5.83

A Qualitative Study on the Role of Shop Masters in Multi-channel Retail Context  

Lee, Jungjin (Dept. of Fashion Design, Sungkyunkwan University)
Hwang, Sunjin (Dept. of Fashion Design, Sungkyunkwan University)
Publication Information
Journal of Fashion Business / v.22, no.5, 2018 , pp. 83-95 More about this Journal
Abstract
As the paradigm of fashion retail industry moves rapidly to the multi-channel, the role of shop master has changed as well. Therefore, the purpose of this study is to examine in-depth the changing role of shop masters in multi-channel retail paradigms. In-depth interviews were conducted, and all interviews were recorded with permission. Seven shop masters participated in in-depth interviews. All of them were sales specialists, with more than 10 years working experience, at department stores. Results of this study are as follow: First, the roles of a multi-channel shop master include store management, management of sales associates, customer relationship management, and management in relation to the headquarters and suppliers. Second, the most important competencies of shop masters are to forecast future demand, establish information networks, communicate well with others, and create a work environment resulting in higher productivity.
Keywords
shop masters; multi-channel; role; competency;
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Times Cited By KSCI : 8  (Citation Analysis)
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