명품화장품 판매원의 판매전략이 소비자 태도 및 관계성과에 미치는 영향

초록

Purpose: In the rapidly changing business environments, salespeople play a significant role in maintaining a competitive edge and in increasing profits for businesses by making a long-term relationship with their consumers. Friendly kindness of sales workers can be a core strategy that enables companies to become more competitive, as sales workers are in the frontline of facing their services and products. Thus, this study examined the effects of sale strategies by sales workers on earnings and attitudes consumers. Research design, data, and methodology: A survey was conducted on 200 customers who have purchased luxury cosmetics in their 20s or more through a specialized research institute. Survey instruments were designed based on preview studies to analyze variables in the research model. The researcher conducted Structure Equations Models (SEM) analysis to verify hypotheses after collecting 189 survey responses. Results: This research results are as follows. First, adaptive selling strategies positively affect consumers in terms of forming confidence in sales workers. Second, recommendation strategies have a positive effect on confidence in sales workers and their psychological responsibility. Third, intensive strategies have a positive impact on psychological commitment and sales trust in sales workers positively impacts a steady relationship between consumers and sales workers and purchase intention. Lastly, psychological pressure has a positive effect on relationship continuity intention. Implications: This study investigated sales strategies of sales people that can affect customer attitude and relationship performance. The results of this study provide practical implications for salespeople and sales promotion managers, respectively. From the point of view of salespeople, we highlight what is an appropriate sales strategy to form a sense of trust according to the sales situation and to make the customer’s felt obligations. In addition, this research shows sales promotion managers the direction of salesperson training suitable for various sales situations.

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