Organizational Factors that Facilitate and Inhibit Creative Personal Selling Activities

2022 Fiscal Year Final Research Report

• Project/Area Number: 19K13771
• Research Category: Grant-in-Aid for Early-Career Scientists
• Allocation Type: Multi-year Fund
• Review Section: Basic Section 07080:Business administration-related
• Research Institution: Niigata University
• Principal Investigator: Ishizuka Chikako 新潟大学, 人文社会科学系, 准教授 (70812436)
• Project Period (FY): 2019-04-01 – 2023-03-31
• Keywords: 人的販売 / ラグジュアリー・ブランド / 顧客知覚価値 / 再来店意向

Outline of Final Research Achievements

This study aims to identify the organizational factors that facilitate and inhibit creative personal selling activities in the context of luxury fashion brands. An important aspect is to determine when and in which areas creativity should be expressed. It is not enough to be simply creative; the creativity should contribute positively to customers' perceived value. Therefore, we investigated the relationship between perceived value evaluation of in-store experiences and intention to revisit among customers with purchasing experiences in luxury brands. The results indicate that the quality of salesperson's questions and empathy have the greatest impact on intention to revisit. The connection between creative personal selling and organizational factors, interrupted by the COVID-19 pandemic, will be resumed and sustained.

Free Research Field

経営学

Academic Significance and Societal Importance of the Research Achievements

優秀な営業人材の確保は実務的にも学術的にも注目されるテーマである．本研究では，創造的な人的販売に着眼し，AIが多くの職務を行う現代の小売業において，いつ・どこで創造的な人的販売行為が顧客に必要とされるのかを明らかにした点で社会的に意義を有する．また本研究の学術的意義は，従来の研究では，知覚対象に対する顧客の知覚経験量が考慮されておらず，ラグジュアリーブランド研究は欧米人の知覚結果にもとづくものが主たるなかで，日本の経験豊富な顧客の知覚価値評価をもとに，店舗経験の知覚評価の相対的な影響と再来店意向との関係を明らかにできたことである．組織との関係はコロナ禍で中断せざるを得なかったが再開する．