The Impact of Salespersons' Interaction on Customer Satisfaction of Textile Shops: A Study in Kiribathgoda Area

Abstract

All businesses are trying to win the market by competing with other rivalries. Textile industry is not exceptional for that. Textile shops are also one of the well-known retail markets in the industry that depend on the customer satisfaction for their success. The main objective of the study is to investigate the impact of salespersons’ interaction on customer satisfaction of textile shops in Kiribathgoda area since salespersons are the change agents in the minds of customers. Data were collected through a structured questionnaire among 100 respondents based on the simple random sampling method. Researchers incorporated correlation analysis and multiple linear regression analysis by using the SPSS version 20.0 software for analyzing the data. Major findings showed that all three dimensions of salespersons’ interaction -Communication skills, Empathy and Trust have the positive relationship with customer satisfaction. 61.4% salespersons’ interaction impacted on customer satisfaction and Trust has the higher impact (39.3%) on customer satisfaction rather than Communication skills and Empathy.