패션점포 판매원의 노력 차원과 중요도 : 중ㆍ상층 노년여성고객과 판매원 관점을 중심으로 Focus on Middle - Upper Class Older Female Customer and Salesperson's Perspective = Dimensions of Fashion Store Salesperson's Effort and Importance of Effort Dimension

다국어 초록 (Multilingual Abstract)

The aim of this study was to identify dimensions of salesperson's effort according to older female(55+)customer's and fashion store salesperson's persperctive and to examine what kind of effort dimensions are assessed to be more important than others.
As a method, both literature review and empirical research were made. This study was performed in three stage from December in 2001 to May in 2002. For exploratory step, in-depth interview and observation study were done for gathering responses related to salesperson's effort. In pilot study, 83 older female customers were surveyed and the data was analyzed in order to develop questionnaire. In the main research, 202 older female customers and 103 fashion store salespersons were surveyed in order to identify the dimensions of salesperson's effort. Statistical analyses were performed with SAS program using factor analysis, cronbach'a, mean, t-test, paired t-test and multiple regression analysis.
The results of this study were as follows. First, 5 factors was selected for the dimensions of salesperson's effort in customer's perception; friendliness, attentiveness, product competence, effective access and special treatment. Second, 5 factors was selected for the dimensions of salesperson's effort in salesperson's performance; friendliness/ attentiveness, product competence, effective access, communication , and purchase exaction. Third, dimensions of salesperson's effort were different according to customer and salesperson's characteristics. Last, there were significant differenced in the salesperson's efforts between customers' perception and salespersons' performance.