Salepseople Characteristic and Customer Responses─The Case of Department Store

• Main Authors: Yu-Chen Chou, 周育臣
• Other Authors: Chung-Tzer Liu
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/60912472376799832769

碩士 === 東吳大學 === 企業管理學系 === 95 === The retailing is the link of the most close consumer in the whole business activities, it plays the role of linking production, allocation and selling. The comprehensive merchandise retailing belongs to the industry that single selling exhibition sells various merchandizes, mainly including department store, supermarket, chain convenience store and hypermarket etc. In order to attract and keep numerous consumers, the retailing usually emphasizes to strengthen their customer service quality, and it depends on a good interaction between forefront employee and customer. The purpose of the present study is to explore the influence of the sale personnel emotional intelligence on the customers’ affective delivery and whether the effect of affective delivery is good enough to strengthen service quality and promote customer satisfaction and loyalty. We apply a proper questionnaire method to investigating the customers and employees of department stores. We first investigate one employee and then investigate three customers who are served by the employee. 522 valid samples of customers and 174 valid samples of employees are collected in this study. After analyzing the data, the conclusions are as follows: when salespeople properly use emotional intelligence in the face to face sale process, it will have positive influence to customer’s affective delivery; the positive emotion also influences the service quality and customer satisfaction that customer perceived.