Consumer Susceptibility to Salesperson Influence in Korean Department Stores

Abstract

In this era of relationship marketing, the salesperson plays an important role in the formation of long-term relationships with customers. Numerous marketing activities, including commercial advertisement, induce customers to the store. In a non self-service store, however, the salesperson has the most influence over the customer purchase decision-making behavior. Consumers differ in their susceptibility to salesperson influence. The Consumer Susceptibility for Salesperson Influence (CSSI) study (Goff, Bellenger, and Stojack, 1994) examined the role of the salesperson in automobile purchase decisions in the United States. At present, salesperson's influence and factors related to this influence for other cultures and other products is less understood. This study examined the behavior of 204 Korean female department store shoppers and identified three dimensions of CSSI: Recommendational, Informational/Risk Relieving, and Relational. This study found that the salesperson attributes and income level of consumers had significant influences on CSSI, and these influences were different in relation to the CSSI dimensions. Managerial and cultural implications are suggested based on findings.

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