소비자의 성격유형에 따른 판매원 서비스 평가와 구매행동 특성 = A Study on Evaluation of Salesperson`s Service and Purchase Behavior as related to Customer`s Personality type

다국어 초록 (Multilingual Abstract)

The purposes of this research were 1) to identify shopping orientation according to customer`s personality type, 2) to examine perceived importance of service and satisfaction of service related to customer`s personality type, 3) to find the relationships of evaluation of salespersons service and repurchase intention in each of customer`s personality types. The data were collected via self-administered questionnaires from 434 female formal wear shoppers, and were analyzed by frequency, factor analysis, ANOVA, Chi-square test, and multiple regression analysis. The results of this study were as follows; Shopping orientations varied according to customer`s personality type. E type had stronger Hedonic/self-confidence than I type, F type had higher Depending decision making than T type and P type had higher Quick decision making than j type. And service items satisfied the customers with a certain personality type. E type was satisfied with timely and proper A/S, not forcing to purchase and trustful behavior of salesperson more than I Type was. And also with expertise, individualized care, polite attitude, and merchandising promotion. N type was satisfied with individualized care more than S type was. A service evaluation criterion affected the re-purchase intention for a customer with a certain personality type. Customers convenience in E, I, S, N, T, F, J types had a significant effect on repurchase intention. And Expertise/ care in E, N, T, J types had a positive effect on re-purchase intention, also Politeness in E, I, S, N, T, J, P types did. But in only E type, Merchandising promotion affected re-purchase intention.