Role of Vendor Ethics and Creativity in the Relationship between Customer Orientation and Consumer Satisfaction in Sportswear

The purpose of this study was the role of etiquette and sellers' creativity in the relationship between customer orientation and consumer clothing satisfaction. The research method is descriptive-correlation based on structural equations performed by researchers in the field. The statistical population was all consumers of sportswear in Tehran. A simple random sampling method is used. The measurement tool was Tesng Questionnaire (2018) with modifications by researchers. To evaluate the face validity, the questionnaire was provided to 10 professors of marketing management and sports marketing. Also, content validity was done by experts who after collecting and calculating the CVI for each item and finally by aggregating the average CVI above 79 / 0 was calculated. External evaluation of the model was confirmed by considering Cronbach's alpha coefficients, combined reliability and mean variance extracted in the study population. Findings showed that sellers 'creativity predicted 0.48 and sellers' etiquette predicted 0.32 of customer satisfaction. Customer orientation predicted 0.128 of changes in customer satisfaction. Also, sellers 'creativity in sales towards salesmen etiquette predicts and mediates the relationship between vendors' customer orientation and customer satisfaction with an indirect effect of 0.37. In general, it can be said that sellers should consider the discussion of etiquette as well as creative methods in sales in order to observe the principles of customer orientation and their satisfaction.