옴니채널 활성화 상황의 판매환경 변화가 백화점 뷰티어드바이저의 경력몰입에 미치는 영향: 조직지원인식의 매개효과를 중심으로
The Impact of Omni-channel Activation in the Sales Environment on Department Store (Retail) Beauty Advisors Career Commitment : Focusing on the Mediating Effect of Perceived Organizational Support
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With the rapid development of remote services since the pandemic, consumers have quickly adapted to the convenience of online services and the process of acquiring information. Throughout this experience, innovation in the offline service experience was required to satisfy consumers with high expectations. AS a result, retail stores, which have traditionally operated from physical premises, are utilizing an omni-channel strategy that combines the advantages of physical stores and online channels to undergo a digital transformation . These changes have had a significant impact on sales staff, especially in the cosmetics section of department stores. In this context, this study investigated the impact of these beauty advisors' perceived organizational support on their career commitment in the new omni-channel sales environment. Between June 20 and July 20, 2023, 555 department store beauty advisors were surveyed. SPSS WIN 25.0 was used to test the study model and ensure the validity of the study. This study investigated whether omni-channel activation (independent variable) affected career commitment (dependent variable) of department store beauty advisors and whether perceived organizational support played a mediating role in these relationships. Our study revealed that omni-channel activation had a statistically significant negative effect on career commitment. However, perceived organizational support was identified as a parameter in the relationship between omni-channel activation and the beauty advisors’ career commitment. In summary, this study found that career commitment among department store beauty advisors is enhanced when they swiftly adapt to the evolving sales environment driven by omni-channel activation and demonstrate a heightened awareness of organizational support.
Abstract
With the rapid development of remote services since the pandemic, consumers have quickly adapted to the convenience of online services and the process of acquiring information. Throughout this experience, innovation in the offline service experience was required to satisfy consumers with high expectations. AS a result, retail stores, which have traditionally operated from physical premises, are utilizing an omni-channel strategy that combines the advantages of physical stores and online channels to undergo a digital transformation . These changes have had a significant impact on sales staff, especially in the cosmetics section of department stores. In this context, this study investigated the impact of these beauty advisors' perceived organizational support on their career commitment in the new omni-channel sales environment. Between June 20 and July 20, 2023, 555 department store beauty advisors were surveyed. SPSS WIN 25.0 was used to test the study model and ensure the validity of the study. This study investigated whether omni-channel activation (independent variable) affected career commitment (dependent variable) of department store beauty advisors and whether perceived organizational support played a mediating role in these relationships. Our study revealed that omni-channel activation had a statistically significant negative effect on career commitment. However, perceived organizational support was identified as a parameter in the relationship between omni-channel activation and the beauty advisors’ career commitment. In summary, this study found that career commitment among department store beauty advisors is enhanced when they swiftly adapt to the evolving sales environment driven by omni-channel activation and demonstrate a heightened awareness of organizational support.
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