The Antecedents and Consequences of Rapport between Customers and Salespersons in the Tourism Industry

Jinsoo Hwang,Kwang-Woo Lee,Seongseop (Sam) Kim

doi:10.3390/su13052783

Jinsoo Hwang, Kwang-Woo Lee + Show 1 more

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https://doi.org/10.3390/su13052783

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Abstract

This study examined the antecedents and consequences of rapport between customers and salespersons in the context of duty-free shops. Specifically, this study proposed six sub-dimensions of service-dominant orientation (i.e., relational, ethical, individuated, empowered, concerted, and developmental interactions). These dimensions have a positive influence on rapport. In addition, rapport is hypothesized to aid in the formation of customer satisfaction and brand preference, which in turn positively affects word-of-mouth communications. Data were collected from 649 Chinese shoppers who have purchased a product in a Korean duty-free shop. In addition, this study employed confirmatory factor analysis to check the adequacy of the measurement items and structural equation modeling to test 11 hypotheses. Data analysis results indicated that five sub-dimensions of service-dominant orientation, excluding individuated interaction, play an important role in the formation of rapport. Furthermore, rapport has a positive effect on customer satisfaction and brand preference, which in turn positively affects word-of-mouth communications. The findings of this study offer valuable insights for managers of duty-free stores into the most effective methods for managing their operations and providing an appropriate blend of products. Furthermore, this paper contributes to theoretical understanding in this area by improving the acceptability of a commonly believed shopper behavior model.

Highlights

Shopping accounts for more than half of all aggregated purchases made by Chinese tourists on outbound travel [1]
The results of data analysis showed that relational interaction was an important predictor of rapport between customers and salespeople
The finding can be interpreted as implying that when a salesperson makes customers feel at ease, customers perceive that they have a good relationship with that salesperson

Summary

Introduction

Shopping accounts for more than half of all aggregated purchases made by Chinese tourists on outbound travel [1]. Shopping continues to be a very important activity for Chinese people travelling abroad during their vacation, so much so, that in 2013, the Chinese government passed a law that restricts commission-supported visits [1]. People on vacation love to shop, and the opportunity to shop can serve as a great attraction for tourists [2]. The number of duty-free shops in Korea increased from 6 to 13 from 2015 to. 2018, an increase that was helped by the growing number of inbound Chinese tourists [3]. The importance of Chinese tourists to the Korean duty-free shop industry is reflected in the fact that their shopping accounts for around 70–80% of sales [4].

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