CASUAL FACTORS OF PERSONALITY ELEMENT OF COSMETIC SALESPERSON: TOWARD CUSTOMER SATISFACTION AND CUSTOMER ENGAGEMENT

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นทษร สุขสารอมรกุล
หนึ่งฤทัย เพชรรัตน์

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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How to Cite
สุขสารอมรกุลน., & เพชรรัตน์ห. (2018). CASUAL FACTORS OF PERSONALITY ELEMENT OF COSMETIC SALESPERSON: TOWARD CUSTOMER SATISFACTION AND CUSTOMER ENGAGEMENT. Ph.D. In Social Sciences Journal, 8(1), 119-134. Retrieved from https://so05.tci-thaijo.org/index.php/phdssj/article/view/117072
Section
Research Article

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