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의류 판매원의 감정 노동에 관한 질적 연구-패스트 패션 판매원을 중심으로-The Qualitative Study on the Emotional Labor of Fashion Sales Personnel-Focused on Fast Fashion Sales Personnel-

Other Titles
The Qualitative Study on the Emotional Labor of Fashion Sales Personnel-Focused on Fast Fashion Sales Personnel-
Authors
이승희김지형
Issue Date
May-2012
Publisher
한국의류학회
Keywords
질적 연구; 감정 노동; 패스트 패션; 판매원; 고객 서비스; Qualitative research; Emotional labor; Fast fashion; Sales personnel; Customer service
Citation
한국의류학회지, v.36, no.5, pp 534 - 548
Pages
15
Journal Title
한국의류학회지
Volume
36
Number
5
Start Page
534
End Page
548
URI
https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/6727
DOI
10.5850/JKSCT.2012.36.5.534
ISSN
1225-1151
2234-0793
Abstract
This study investigates the emotional labor of fast fashion sales personnel using the qualitative research method. The research was performed through an in-depth interview with 10 sales personnel (managers, coordinators, head cashiers, and sales associates) who experienced fast fashion brands from July to October in 2011. The results of this study provide that fast fashion brands do have specific feeling rules and display behavior. Even though the sales personnel spend an extremely short time (about 1 minute) to serve customers, most of them experience exhaustion, fatigue, burnout and self-alienation because of emotional dissonance. Sales personnel do deep-acting and surface acting simultaneously and interviewees who have longer and more sales experience express less emotional dissonance. To reduce the negative results of emotional labor, the company plays an important role through the organizational culture; in addition, deep-acting could be recommended for a beginner until they are comfortable with sales. The results of this study provide the elements of emotional labor in a fast fashion and practical suggestions for store operation and sales personnel training.
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생활과학대학 > 의류학과 > 1. Journal Articles

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생활과학대학 (의류학과)
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