| 고객 쇼핑성향, 판매원 속성평가, 충성도의 관계 : 남녀 판매원에 따른 차이를 중심으로 |
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김용선, 황진숙 |
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| Relationship among Customers’ Shopping Orientation, Salespersons’ Attributes and Loyalty: Focusing on Differences by Salesperson’s Gender |
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Kim Yong Sun, Hwang Jin Sook |
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| Abstract |
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Today, cosmetics sales representatives are the mainstream in the saleswomen population. With the collapse of occupational stereotypes, however, there has recently been a rising demand for salesmen as well. Unlike conventional males, this population has shown a high interest in appearance and beauty. According to previous studies, purchase experience was high after consumers received services from a male makeup artist. Therefore, this study compared service attributes between saleswomen and men by shopping orientation and analyzed their effects. For this, all but single items were measured using a 5-point Likert scale. To test study the hypotheses, descriptive statistics, factor analysis and reliability analysis were performed using SPSS 18.0. In addition, confirmatory factor analysis and structural equation modeling were carried out using AMOS 18.0. After that, modulating effects by gender were analyzed. The results found the following: As confirmed in previous studies, sales representatives |
| Key Words:
Consumer, Loyalty, Saleman, Service attributes, Shooping orentation |
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