CASUAL FACTORS OF PERSONALITY ELEMENT OF COSMETIC SALESPERSON: TOWARD CUSTOMER SATISFACTION AND CUSTOMER ENGAGEMENT
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Abstract
This research was the quantitative research had the aim as follow; (1). To study casual factors of personality element of cosmetic salesperson affecting customer’s satisfaction and customer’s engagement (2) To study the effect of casual factors of personality element of cosmetic salesperson affecting customer’s satisfaction and customer’s engagement. Researcher reviews related theories and literature determinant personality element variables before established assumption and collected data from sampling group from 335 customers who purchase cosmetic product with salesperson in 8 department stores in Bangkok before analyzed by Structural Equation Model--SEM)
Research found that customer satisfaction (CTS) has influenced directly by the salesperson characteristic (SPC), salesperson communication tool (SPT) and salesperson’s knowledge (SPK). The direct effect sizes were 0.99, 0.69 and 0.65, respectively, by statistically significant at 0.01 and 0.05. The customer engagement (CTE) has influenced directly by the customer satisfaction (CTS) effect sizes was 0.45 by statistically significant at 0.01. In addition, customer engagement (CTE) also influenced directly by the salesperson characteristic (SPC), salesperson communication tool (SPT) and salesperson’s knowledge (SPK) effect sizes were 0.17, 0.31 and 0.07 and also indirect effect through the customer satisfaction (CTS) were 0.45, 0.01 and 0.29, respectively, by the significant 0.01 and 0.05.
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Academic articles, research articles, and book reviews in the Ph.D. in Social Sciences Journal are author’s opinions, and not the publisher’s, and is not the responsibility of the Ph.D. in Social Sciences Journal Philosophy Association, Ramkhamhaeng University. (In the case that research is done on human, the researcher has to be trained in Ethics for Doing Research on Human Training and has to produce the evidence of the training).
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