The Role of Sales Personnel in Customer Involvement & Loyalty The Mediating Role of Customer Engagement in Apparel Store

Abstract

The research focused on the impact of customer engagement on overall sales and efficiency via the role of sales personnel which act as a variable in the study. The overall efficiency of stores and vendors in the apparel industry is mostly impacted by their consumer’s loyalty and their brand image. The research presents multiple initial hypotheses which firstly include whether the actions of sales personnel have an impact on customer loyalty and customer involvement via customer engagement. Secondly, overall business sales are positively influenced by customer loyalty. And third, customer engagement has a dependent relation on customer involvement and customer participation. The methodology of the undertaken study is based on on-site surveys which include individuals from the industry including both vendors and the consumers through a questionnaire based on general information and opinionated queries regarding the experience of consumers and the impact vendors feel. The obtained results were filtered for processable entries and processed through SPSS to obtain a statistical end-result which determined the validity of the studied hypotheses.