Investigating the effect of store salespeople's competencies on customer satisfaction with regard to the moderating role of store crowding ( Study: HyperMe stores in Mazandaran province)

Document Type : Original Article

Authors

• Seyedeh Sogand Samaei ¹
• Amir Khazaei Pul ²

¹ Master's degree, Department of Management, Tabaristan Institute of Higher Education, Chalus, Iran

² Assistant Professor, Department of Management, Maziar Institute of Higher Education, Royan, Iran

Abstract

The main purpose of this research is to investigate the effect of store salespeople's competencies on customer satisfaction, considering the moderating role of store crowding among customers of hypermy stores in Mazandaran province. The present research method in this study is descriptive-survey and is practical in terms of purpose. The statistical population of the current research is made up of real customers of hypermy stores in Mazandaran province, which is a large and unlimited population, therefore, 385 questionnaires were distributed with the help of Morgan's table and using random sampling method. To analyze the data, confirmatory factor analysis, Cronbach's alpha and finally structural equations were used using SmartPLS software. The findings of the research indicate that the competencies of salespeople (task competence, interaction competence, interpersonal competence and professional competence) have a positive and significant effect on customer satisfaction, and in the meantime, the effect of task competence is more than the rest. Also, the result of this research showed that when the store's crowding increases, the effect of professional competence and interaction competence increases and becomes more important.

Keywords

• Task competence
• interaction competence
• interpersonal competence
• professional competence
• store crowding

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