Abstract
Abstract This study shows the importance of human factors in relationship marketing by revealing the influenceof Hanbok salesperson's attributes on relationship quality and long-term relationship orientation at the timewhen a culture is newly understood. A questionnaire surveyed 376 women living around the Seoul andDaejeon Metropolitan areas from February to March 2013. SPSS WIN 20.0 and AMOS 20.0 programs ana-lyzed the gathered data. We review the influence of Hanbok salesperson's attributes (expertise, ethics, com-munication skill, customer orientation, similarity, and likeability) on relationship quality and behavioral in-tention. The research indicates that only customer orientation and Hanbok salesperson's expertise attributesinfluence relationship quality. All the attributes had a positive influence; in addition, the relationship qualityhad a significant influence on customer loyalty. However, communication skill, similarity, and likeability didnot influence relationship quality. Customer orientation, which provides a customized service based on therecognition of individual customer trends and expertise in developing a relationship with customers, are im-portant factors to form relationship quality and loyalty.Key words: Attributes of Hanbok salesperson, Relationship quality, Behavioral intention; 한복판매원의속성, 관계의 질, 행동의도
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