The Framework of Interaction Between Retailing Salesman and Its Customer upon Patronage Behavior

摘要

Through the establishment of a theoretical model about the function mechanism of interaction between Store's salesman and its customer upon patronage behavior of customer, it can be seen service of store's salesman can influence the consumers' perceived service quality, satisfaction and moreover, the patronage intentions. Retailers and its employees should have customer orientation selling concept, use adaptive selling and improve its internal management, which will increase customer's happy shopping experience and arouse consumers' purchasing desire to create a unique competitive advantage.