Розширена анотація українською мовою

У статті досліджуються основні та інтерактивні впливи контактів з обслуговуючим персоналом (фізична привабливість, відображення емоцій, послужливість та доречність) на задоволеність клієнта та його намір здійснити покупку. На основі проведеного дослідження 1, наведно результати опитування 960 студентів Тегеранського університету. За результатами дослідження 2, проведеного методом обстеження, наведно дані, отримані від 264 клієнтів спортивного магазину в Тегерані. Встановлено, що підвищення задоволеності клієнтів і їх намірів здійснення покупки значною мірою залежить від ефективності співробітників.

Ключові слова: обслуговуючий персонал, задоволеність клієнтів, намір здійснити покупку, висококонтактне обслуговування, відображення емоцій.

Класифікація JEL: M19, M39, M31.

Цитувати як: Bashi, S., Hanzaee K. & Nikoumaram, H. (2016). The effect of service contact personnel attributes on customer satisfaction and purchase intention Marketing and Management of Innovations, 2, 59-72. https://doi.org/10.21272/mmi.2016.2-06

Ця стаття публікуються за ліцензією Creative Commons Attribution International License

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