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

Author

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  • Jinsoo Hwang

    (The College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143-747, Korea)

  • Kwang-Woo Lee

    (Department of Tourism Management, College of Economics and Business Administration, Daegu University, Daegu 712-714, Korea)

  • Seongseop (Sam) Kim

    (School of Hotel and Tourism Management Hong Kong Polytechnic University, Hong Kong, China)

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.

Suggested Citation

  • Jinsoo Hwang & Kwang-Woo Lee & Seongseop (Sam) Kim, 2021. "The Antecedents and Consequences of Rapport between Customers and Salespersons in the Tourism Industry," Sustainability, MDPI, vol. 13(5), pages 1-22, March.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:5:p:2783-:d:510723
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    References listed on IDEAS

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    1. Karpen, Ingo O. & Bove, Liliana L. & Lukas, Bryan A. & Zyphur, Michael J., 2015. "Service-Dominant Orientation: Measurement and Impact on Performance Outcomes," Journal of Retailing, Elsevier, vol. 91(1), pages 89-108.
    2. Mavondo, Felix T. & Rodrigo, Elaine M., 2001. "The effect of relationship dimensions on interpersonal and interorganizational commitment in organizations conducting business between Australia and China," Journal of Business Research, Elsevier, vol. 52(2), pages 111-121, May.
    3. Bolton, Ruth N & Drew, James H, 1991. "A Multistage Model of Customers' Assessments of Service Quality and Value," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(4), pages 375-384, March.
    4. Kristine de Valck & Roberts V. Kozinets & Andrea C. Wojnicki & Sarah J.S. Wilner, 2010. "Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities," Post-Print hal-00458424, HAL.
    5. Gremler, Dwayne D. & Gwinner, Kevin P., 2008. "Rapport-Building Behaviors Used by Retail Employees," Journal of Retailing, Elsevier, vol. 84(3), pages 308-324.
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