銷售員專業與關係利益對化妝品顧客品牌忠誠影響機制之研究

Abstract

本研究在探討銷售員專業度、社交利益、特別待遇利益對化妝品顧客品牌忠誠的影響機制。百貨專櫃的保養化妝品品牌不斷增加，市場競爭激烈，為能滿足顧客需求就必需隨時掌握市場的變動，品牌成功的重要關鍵來自於顧客對於品牌的忠誠度。銷售員是品牌與顧客之間的重要橋樑，銷售人員需要注重語言組織、表達技巧以及非語言元素的運用，清晰傳達關鍵信息，並時刻關注顧客的反饋，適時調整溝通方式。良好的溝通有助於拉近彼此距離、建立信任，讓顧客對銷售人員和品牌產生正面情感聯繫。優質的銷售人員與顧客之間的互動關係對於創造品牌忠誠度影響甚鉅。本研究採用問卷調查法，調查時間為2024年1月19至2024年1月30日止，針對購買專櫃化妝品顧客進行廣泛的調查。從網路(Face Book、LINE群組及D card)共計發放12天。總共收回402份問卷，有效問卷為357份，無效問卷為45份，有效回收率為88.8%。研究結果顯示銷售員專業度對品牌的忠誠度之間存在正向關係，銷售員專業度直接地影響顧客對品牌的忠誠度，而社交利益與特別待遇利益無法直接地影響品牌忠誠度。銷售員專業度直接與間接地影響品牌忠誠；間接地影響品牌的信任程度，從品牌信任程度間接地影響品牌忠誠度。社交利益無法直接地影響品牌忠誠度；間接地影響品牌的信任程度，從品牌信任程度間接地影響品牌忠誠度。特別待遇利益無法直接與間接地影響品牌承諾程度與品牌忠誠度。銷售員專業度與社交利益均間接影響品牌信任程度及品牌承諾程度到品牌忠誠度。這表明，建立良好的顧客關係和提升銷售員專業水準是提高顧客對品牌忠誠度的重要關鍵之一。

This study explores the impact mechanism of salesperson professionalism and relationship benefits on cosmetics customers' brand loyalty. The number of skin care cosmetics brands in department store counters continues to increase, and the market competition is fierce. In order to meet customer needs, it is necessary to keep abreast of market changes. An important key to a company's success comes from customer loyalty to the brand. Salespeople are an important bridge between brands and customers. Salespeople need to focus on language organization, expression skills and the use of non-verbal elements to clearly convey key information, always pay attention to customer feedback, and adjust communication methods in a timely manner. Good communication helps bring each other closer, builds trust, and gives customers a positive emotional connection with the salesperson and the brand. The interactionbetween quality salespeople and customers has a huge impact on creating brand loyalty.This study adopts the questionnaire survey method. It was sent out from the Internet (Face Book, LINE group, D card) for a total of 12 days, and a total of 402 questionnaires were collected. There were 357 valid questionnaires and 45 invalid questionnaires. The effective recovery rate was 88.8 %, among which in order to get more fill-in collections. The online survey was conducted from January 19, 2024 to January 30, 2024.

Research results show that there is a positive relationship between the salesperson's professionalism and customers' loyalty to the brand. That is, the higher the salesperson's professionalism, the higher the customer's trust in the brand, and at the same time, the customer's loyalty to the brand is enhanced. In addition, the relationship interests between customers and salespeople also have a positive impact on brand loyalty, and act as a partial mediating variable between salesperson professionalism and brand loyalty. This shows that establishing good customerrelationships and improving the professionalism of sales staff are one of the important keys to increasing customer loyalty to the brand.