The customers' expectation towards salespersons in department stores.

Abstract

The purpose of this research is to understand the expectation of customers to salespersons during department store visit. The study emphasized on pre-purchase phase to understand the interaction and linkage of customers and employees in order to create the good shopping experience. Additionally, the data were collected through online questionnaire survey from 114 respondents who stayed in Thailand. The findings of this research show that the customers expected salespersons to help them if they come to the store as the utilitarian shopper. However, the customers would feel uncomfortable and did not expect assistance from salespeople when they are hedonic shopper. Finally, the customers were still seeking for help from salespersons even that product was the low-involvement product.