In fashion industry, customers' first satisfactory purchase and the relationship between customers and sellers are directly affected by the service provided by purchase guides designated by their company to POS terminals. The paper attempts to analyze the relationship between the service strategies adopted by purchase guides and the willingness of purchase showed by customers from the perspective of customers and spectators from the following eight aspects: purchase guides' physical appearance, personality traits, professional knowledge, communicative ability, the degree of warm reception as well as their service distance from customers, fast service and other services.%对服装行业来说，为消费者提供服务并与其高度接触的是企业派驻到销售终端的导购员，他们直接影响顾客首次购买意愿以及顾客与企业的关系．以顾客感知和第三方观察相结合的方法，选取导购员的外形特征、个人内在品质、专业知识、沟通能力、热情礼貌、距离服务、快速服务以及其他服务这8个方面，探讨服装导购员的服务技巧与顾客购买的关系．
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