Making customer engagement fun: Customer-salesperson interaction in luxury fashion retailing

The purpose of this paper is to investigate what values luxury customers may seek to fulfill during their interaction with salespersons and how perceived value fulfillment may impact salesperson loyalty and store loyalty. The paper also examines the moderating effect of the degree of friendship with a salesperson.

The authors conducted a survey using a close-ended questionnaire. In total, 22 luxury fashion brand stores located in eight of the largest department stores in Seoul, Korea, were selected as the luxury fashion retail context for the research. A total of 220 questionnaires were used for data analysis.

Fulfillment of self-oriented values had a significant positive influence on store loyalty and fulfillment of stimulation had a significant positive influence on salesperson loyalty. There was significant interaction effect between stimulation and degree of friendship on salesperson loyalty.

The results of this study provide practical implications in the management of customer relationship. An emphasis on qualities of luxury products that are linked to the fulfillment of self-oriented and/or personal values such as superior quality or ability to gain emotional benefits should be warranted for success as a luxury brand or a luxury retailer.

This research is important as it can inform luxury salesperson on how to better meet customer's psychological needs in the context of a selling situation; ultimately contribute to their salesperson loyalty and loyalty to the brand.