How does salespeople’s personal interaction affect customers’ word-of-mouth in retailing?
How does salespeople’s personal interaction affect customers’ word-of-mouth in retailing?
复制标题
零售业中销售人员的人际互动如何影响顾客的口碑？
DOI：
10.1108/jabs-03-2021-0112
复制
发表时间：
2022
影响因子：
2.9
通讯作者：
Kim Changju
中科院分区：
文献类型：
--
作者：
Ma Jiaqi;Kim Changju
目的借鉴零售服务质量的理念，本研究旨在从顾客情感体验和消费者对国内外产品的跨文化态度的透镜出发，实证研究销售人员的人际互动如何影响顾客的正面口碑意向。结果发现，销售人员的人际互动对顾客正面口碑意向的正向影响完全通过情感性顾客体验来中介。此外，消费者民族中心主义加强了销售人员的个人互动对情感顾客体验的积极影响，而本研究没有发现外国产品亲和力的调节作用。实践启示为了提高顾客的积极口碑意向，商店经理需要鼓励他们的一线销售人员亲自与顾客互动，以支持顾客解决问题。此外，一线销售人员在与客户互动时，应更多地关注消费者的跨文化态度，如消费者的民族中心主义。独创性/价值通过将情感性客户体验与消费者对国内外产品的民族中心主义和亲和力的跨文化态度联系起来，本研究进一步扩展了零售服务质量对销售人员人际互动与顾客积极性之间关系的认识WOM意图
PurposeDrawing on the philosophy of retail service quality, this study aims to empirically investigate how salespeople’s personal interaction affects customers’ positive word-of-mouth (WOM) intention through the lens of affective customer experience and consumers’ cross-cultural attitudes toward domestic or foreign products.Design/methodology/approachThe hypothesis was tested with a two-step structural equation model using survey data obtained from 529 shopping center customers in China.FindingsThe positive impact of salespeople’s personal interaction on customers’ positive WOM intention is fully mediated by affective customer experience. In addition, consumer ethnocentrism strengthens the positive impact of salespeople’s personal interaction on affective customer experience, whereas this study fails to find the moderating effect of foreign product affinity.Practical implicationsTo increase customers’ positive WOM intention, store managers need to encourage their frontline sales personnel to personally interact with customers to support customers’ problem-solving. Also, frontline salespeople should pay more attention to consumers’ cross-cultural attitudes such as consumer ethnocentrism when interacting with their customers.Originality/valueBy linking affective customer experience and consumers’ cross-cultural attitudes of ethnocentrism and affinity toward domestic or foreign products, this study further extends the knowledge of retail service quality on the relationship between salespeople’s personal interaction and customers’ positive WOM intention.
登录
查看更多内容
消费者对外国的亲和力：构建发展、购买行为后果和敌意对比
影响因子：
8.7
作者：
Erik B. Nes;Rama Yelkur;Ragnhild Silkoset
通讯作者：
Ragnhild Silkoset
DOI：
10.1108/apjml-07-2016-0113
发表时间：
2017-01-01
影响因子：
3.7
作者：
Han, C. Min
通讯作者：
Han, C. Min
消费者人口统计、种族中心主义、文化价值观和全球消费文化的适应：零售视角
影响因子：
4.4
作者：
Jason M. Carpenter;Marguerite Moore;N. Alexander;A. Doherty
通讯作者：
A. Doherty
零售商行为是印度零售业服务质量的决定因素
DOI：
10.1057/rlp.2010.14
发表时间：
2010
期刊：
Journal of Retail & Leisure Property
影响因子：
--
作者：
A. Khare;Ceeba Parveen;Reena Rai
通讯作者：
Reena Rai
零售环境中 Servqual 量表的评估
DOI：
--
发表时间：
1991
期刊：
ACR North American Advances
影响因子：
--
作者：
D. W. Finn;C. Lamb
通讯作者：
C. Lamb