The role of sales personnel empathy and customer-oriented behaviour on female consumers' emotions and satisfaction: an empirical analysis

• Main Authors: Sivakumari, Supramaniam *, John, Surej, Sanjaya, Singh Gaur
• Format: Article
• Published: SAGE Publications 2024
• Subjects: HF Commerce
• Online Access: http://eprints.sunway.edu.my/3154/; https://journals.sagepub.com/doi/epub/10.1177/23197145241241956

Even though online shopping and self-service options are popular, salespeople still play a crucial role in influencing women's decisions when buying intimate apparel. This study looks into how sales staff influence Asian female consumers' choices in this industry. By studying 301 people who shop for intimate apparel, the research explores how salespeople's empathetic interactions affect customers' emotions, relationships and overall satisfaction. Drawing on empirical data from 301 participants engaged in intimate apparel shopping, the research examines how empathic interactions by salespersons impact customers' emotions, relational outcomes and overall satisfaction. Findings reveal that affective empathic interactions significantly enhance salesperson competencies and customer-oriented behaviours, leading to heightened levels of satisfaction. Moreover, the study elucidates the mediating roles of customer competence and hedonic value in shaping satisfaction levels. The implications of these findings for improving customer satisfaction in intimate apparel retail are discussed.