ScholarWorks@숙명여자대학교

초록

The purpose of this study is to identify how to improve the quality of department store'ssales associates for customer loyalty. This study examines the importance of salesassociates' education, skills, and customer service towards customer loyalty. Thequestionnaire survey was conducted to collect data from 220 clothing sales associatesworking in department stores. This survey was paper- based. The participants were askedabout the questionnaires; sales associates' education, sales associates' ability, customerservice, and customer loyalty. General demographic characteristic of participants in thestudy are as follows; females (72.27%) participated the survey more than males (27.73%). With the age ranging from early 20s to over 40s, most people who took the survey rangedfrom early 30's to mid 30's with 33.64%. The result indicated that sales associates'education, and customer service skills were significantly corelated to each other. Salesassociates' education had no co relation to customer loyalty. In applying the researchfindings, department stores can design their training contents to offer better trainingquality. Education of sales associates can be focused by providing various trainingcontents, exercise, effective options, along with the opportunity to improve the qualities of training.

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