Structural equation model of personality factor of cosmetic salesperson toward customer satisfaction and customer engagement
Keywords:Personality Element, Satisfaction, Customer Engagement.
The objectives of this research are 1) to develop a structural equation model (SEM) of personality factor of cosmetic salesperson toward customer satisfaction and customer engagement, and 2) to study the effects of SEM of personality factor of cosmetic salesperson toward customer satisfaction and customer engagement. For research method, data were collected by questionnaire with 325 customers who bought cosmetics with salespersons in department stores in Bangkok. Data were analyzed by descriptive statistics, factor analysis, Pearson's correlation coefficient, and SEM. The results showed that customer satisfaction (CTS) was directly affected by salesperson characteristics (SPC), salesperson communication tools (SPT) and salesperson knowledge (SPK), with direct effect sizes of 0.98, 0.68 and 0.64, accordingly, and statistically significant level of 0.01. Customer engagement (CTE) was directly affected by CTS, with a direct effect size of 0.44 and statistically significant level of 0.01. In addition, CTE was directly affected by SPC, SPT and SPK, with direct effect sizes of 0.16, 0.30 and 0.06, respectively, plus indirect effect sizes mediated by CTS of 0.43, 0.30 and 0.28, in turn, and statistically significant level of 0.01.
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