The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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The effect of images of saleswomen on customer satisfaction and revisiting intention by uniform and body type

판매원의 유니폼과 체형에 따른 이미지가 고객만족 및 재방문의도에 미치는 영향

  • You, Eun-Sung (Dept. Industry-Academy Cooperation Foundation, Kangnam University) ;
  • Park, Kil-Soon (Dept. of Clothing and Textiles, Chungnam National University)
  • Received : 2015.12.11
  • Accepted : 2016.04.26
  • Published : 2016.04.30
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Abstract

The purpose of this study was to identify images of saleswomen by uniform and body type and to determine if the images have an effect on customer satisfaction and revisiting intention. This study was conducted between February 10th and February 23rd 2015, using a questionnaire to collect data from 608 adults from Seoul, Deajeon, and Chungnam Province. A $2{\times}2$ (body $type{\times}clothes$) factorial experimental design was used. Frequency, factor, and reliability analysis, analysis of variance, one-way ANOVA, Tukey test, and multiple regression analysis methods were used to analyze data. The study results were as follows: First, images of saleswomen with different uniform and body types were classified based on the following three factors: professionalism, kindness and attractiveness. Second, the saleswomen's uniforms had significant impact on perceived attractiveness, with women who wore skirt suits being identified as more attractive than women with pant suits. The saleswomen's body types had significant effect on professionalism, kindness and attractiveness. Women with average body types were perceived positively in terms of professionalism and attractiveness, whilst women with large body types were perceived positively in terms of kindness. Third, the combination of uniform and body type had a significant effect on perceived professionalism. Women with average body types wearing pant suits were perceived to have high degree of professionalism and women with large body types wearing skirt suits were evaluated to have high professionalism. Fourth, the images described as attractive and kind for both uniform and body type had a positive influences on customer satisfaction and revisiting intention.

Keywords

References

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