• 한국의류학회지
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• 제36권5호
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• pp.534-548
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• 2012

This study investigates the emotional labor of fast fashion sales personnel using the qualitative research method. The research was performed through an in-depth interview with 10 sales personnel (managers, coordinators, head cashiers, and sales associates) who experienced fast fashion brands from July to October in 2011. The results of this study provide that fast fashion brands do have specific feeling rules and display behavior. Even though the sales personnel spend an extremely short time (about 1 minute) to serve customers, most of them experience exhaustion, fatigue, burnout and self-alienation because of emotional dissonance. Sales personnel do deep-acting and surface acting simultaneously and interviewees who have longer and more sales experience express less emotional dissonance. To reduce the negative results of emotional labor, the company plays an important role through the organizational culture; in addition, deep-acting could be recommended for a beginner until they are comfortable with sales. The results of this study provide the elements of emotional labor in a fast fashion and practical suggestions for store operation and sales personnel training.

• 한국의류학회지
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• 제24권1호
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• pp.116-127
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• 2000

This study investigated the effects of sales supervisors on salespeople's goal orientations and sales performance in fashion retail setting. Specifically, it examined: 1) the differences in salespeople's goal orientations by salespeople characteristics; 2) the effects of supervisor's behavioral orientations on goal orientations of salespeople; and 3) the effects of salespeople's goal orientations on performance. A total of 343 questionnaires collected from salespeople in various apparel and accessory selling departments at four department stores in Korean were analyzed. Variables included supervisor's behavioral orientations(end-results, activity and capability), salespeople's goal orientations(learning and performance), sales performance and salespeople characteristics. MANOVA revealed that three was no difference in goal orientations by salespeople characteristics except by selling department. Multiple regression analysis revealed that supervisor's end-result orientation affected salespeople's learning orientation and performance orientation while activity and capability orientations did not. The study suggests that for long-term performance supervisors and retail organizations need to develop various supervisory behaviors, stimulate learning demands of salespeople, and provide training programs to achieve the learning goal.

• 한국의류학회지
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• 제33권1호
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• pp.33-44
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• 2009

This study is a survey of college students who have been exposed to a variety of clothing consumption environments such as online transactions through the Internet, with the purpose of examining the influence of salespersons attributes on college students' relationship commitment and perception of salespersons performance. The study conducted a questionnaire survey on 464 male and female students and used SPSS 12.0 for statistical data analyses such as mean, standard deviation, frequency analysis, reliability analysis, factor analysis, and multiple regression analysis. The results of this study can be summarized as follows: First, salespersons attributes such as appearance, expertise, customer orientation, and customer management fumed out as the factors that influence the satisfaction under relationship commitment at statistically significant levels. Likeability, customer orientation, and customer management were found to have statistically significant influence on perceived reliability of salespersons. Second, with respect to the influence of relationship commitment on customer performance, statistically significant factors included satisfaction and reliability. Customer orientation is considered most important by both male and female students among the salespersons attributes, followed in order by expertise, customer management, appearance, ethic and similarity. Likeability was found to be the least important attribute.

• 한국의류산업학회지
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• 제14권2호
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• pp.222-229
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• 2012

This study examined and compared the two perspectives of consumers and employees on the perceptions toward visual merchandising (VMD) of fashion brands in a department store. Importance of VMD elements, roles of VMD, evaluations of VMD elements, and brand and store images were measured and compared. The two types of questionnaires were used to collect data from consumers and employees. A total of 327 consumer samples and 317 employee samples were analyzed. The results showed that there was no difference between the two groups in what VMD elements were the most important. While employees perceived of the role of VMD higher than consumers, consumers evaluated two VMD element factors higher than employees and showed higher store image. Such results were not different by brand types. The study implies that the higher VMD perceptions of consumers are desirable to manage VMD from the employees' perspective.

• 한국의류학회지
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• 제24권8호
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• pp.1230-1241
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• 2000

The purpose of this paper is to deeply understand the developing of long-term relationship between salesperson and customer through analyzing of various literature. Salespersons are important due to their forefront position in retailing setting. They are called \"relationship manger\" due to their function of controlling service quality. Therefore understanding the salesperson-customer relationship is critical in retail environment. To accomplish the purpose of this paper, at first, the concept of relationship marketing and the domain of relationship marketing is examined. Then long-term relationship is studied through existing study on buyer-seller relationship. Anticipation of future interaction or long-term relationship orientation is generated from antecedent variables through mediating variables. Though previous studies ignored developing status of long-term relationship, developing status must be captured to thoroughly understand interpersonal relationship. Implication for relationship marketing theory and research are discussed related to clothing retail setting.l setting.

• 한국의류산업학회지
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• 제14권3호
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• pp.413-422
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• 2012

This study is to verify the influence of salesperson's nonverbal communication on consumer emotions, and service quality in fashion shopping. This study sample is limited to Busan and Kyungnam Province's fashion shopping consumers. The responders included 239. Data were analyzed by frequency, factor analysis, and AMOS. As the results, kinesics, proxemics, paralanguage, and physical appearance are a major influence on positive consumer emotions that influence service quality. Kinesics and proxemics are a major influence on negative consumer emotions; however, paralanguage, and physical appearance are not a major determinant to influence negative consumer emotions; in addition, there is a direct link between negative consumer emotions and service quality. Also, consumer emotions mediated the relationship between nonverbal communication and service quality. Therefore, fashion firms should train employee manners to ensure that nonverbal communication is important in service encounters.

• 한국의류학회지
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• 제26권11호
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• pp.1570-1581
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• 2002

The purpose of this study is to analyze the influence of attributes of salespersons working at apparel store on relationship with consumers, to gather information what kind of attributes of salespersons get preference to consumer, and to conclude a certain relationship in the result coming from both attributes of salespersons and degree of relationship quality. The questionnaire survey was carried out 571 20's & 30's men and women living around Seoul and Kyong-gi province areas during July in 200l. SAS and AMOS program were used to analyze gathered data. The results of this study were as follows. First, in the case of apparel product, construction and long-term maintenance of relationship with consumers were very essential to gain profit in the future. Second, attributes of salespersons seemed to play an important role on constructing and maintaining long-term relationship with consumers. Third, external attributes like outward appearance do not affect to degree of relationship quality with consumer. rather, internal attributes - expertise, similarity, customer orientation, ethics and likeability, influence on the degree of relationship quality.

• 한국의류학회지
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• 제27권6호
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• pp.705-714
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• 2003

Recent Studies have shown evidence of a positive relationship between market orientation and performance. However, some scholars have suggested that customer satisfaction, salespeople's job satisfaction, and product quality etc. could moderate this relationship. According to the increase of market oriented efforts of apparel firms and importance of the salespeople's role, this study focuses on the effect of market orientation on performance of apparel firms through the salespeople's job satisfaction and customer satisfaction. It is found that market orientation has a positive effect on the salespeople's job satisfaction and customer satisfaction. The salesperson's job satisfaction was found to influence on the performance through the customer satisfaction. The customer satisfaction has strong influence on the performance directly. Market orientation appears to provide a unifying focus for the efforts of salespeople within the organization, thereby leading to customer satisfaction and superior performance.

• Asia Marketing Journal
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• 제2권2호
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• pp.114-141
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• 2000

본 연구는 판매원의 판매노력을 효율적으로 일하는 것과 열심히 일하는 것으로 나누고, 판매노력이 목표수준과 성과에 어떠한 영향을 미치는지를 검증하였다. 그리고, 효율적으로 일하는 것과 열심히 일하는 것, 목표수준에 대한 선행요인으로 개인적 변수에 해당하는 경쟁심(경쟁기질)과 자기효능을, 환경변수에 해당하는 심리적 경쟁분위기와 판매관리자 신뢰도를 탐색하여 성과에 대해 간접효과가 있는지를 검증하였다. 보험설계사를 대상으로 설문조사하여, 265부를 실증분석 한 결과 열심히 일함은 목표수준에 영향을 미치며, 목표수준은 성과에 영향을 미치는 것으로 나타났으나, 효율적으로 일함과 열심히 일함의 성과에 대한 영향은 비유의적이었다. 매개변수(효율적으로 일함, 열심히 일함, 목표수준)에 대한 선행요인의 영향에 대해서는 개인변수인 경쟁심과 자기효능은 모두 유의적이었으나, 환경변수는 심리적 경쟁분위기만이 효율적으로 일함에 유의적이었다. 결과적으로 판매원의 성과에 대한 자기효능과 경쟁심의 효과는 열심히 일함 그리고 목표수준에 의해서 매개됨을 확인하였다.

• 한국복식학회:학술대회논문집
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• 한국복식학회 2005년도 International Costume Conference PROCEEDING
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• pp.192-193
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• 2005