Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/91168
Title: The antecedents and consequences of rapport between customers and salespersons in the tourism industry
Authors: Hwang, J
Lee, KW
Kim, S 
Issue Date: Mar-2021
Source: Sustainability, 1 Mar. 2021, v. 13, no. 5, 2783
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.
Keywords: Rapport
Service-dominant orientation
Duty-free shop
Word-of-mouth
Satisfaction
Brand preference
Publisher: Molecular Diversity Preservation International (MDPI)
Journal: Sustainability 
EISSN: 2071-1050
DOI: 10.3390/su13052783
Rights: © 2021 by the authors. Licensee MDPI, Basel, Switzerland.
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
The following publication Hwang, J.; Lee, K.-W.; Kim, S. The Antecedents and Consequences of Rapport between Customers and Salespersons in the Tourism Industry. Sustainability 2021, 13, 2783 is available at https://doi.org/10.3390/su13052783
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