판매원 브랜드 동일시가 개념적 유창성, 서비스 만족도, 브랜드 평가에 미치는 영향

Soon-Hwa Choi 한국유통과학회 2018 유통과학연구 Vol.16 No.4

Purpose - As the role of salespersons in retail stores has expanded from selling products to sharing brand experiences with customers, the importance of research on the effects of salesperson-brand relationships has grown. The purpose of this research is to investigate the influences of salespersons’ brand identification on conceptual fluency and customers’ service and brand evaluations. It was supposed that salespersons’ brand identification is affected by brand knowledge, which is a core dimension of internal branding. Research design, data, and methodology - The author developed a structural model in which salespersons’ brand knowledge influences brand identification, hence customers’ perception of salesperson-brand image congruence. And it is hypothesized that salesperson-brand image congruence influences conceptual fluency which affects customers’ satisfaction and brand evaluation. Data were collected from five department stores in Seoul. Results - First, salespersons’ brand knowledge was found to have a significant effect on brand identification. The more a salesperson knows about the affiliated brand, the higher her level of brand identification. Second, salespersons’ brand identification influenced salesperson-brand image congruence. Third, salesperson-brand image congruence had a significant effect on brand conceptual fluency. Customers who perceive salesperson-brand image congruent are more likely to process information easily. Finally, conceptual fluency was found to be a significant determinant of store loyalty and brand value evaluation. Conclusions - The results of this study verify importance of salesperson’s brand identification on customers’ service and brand evaluations. To enhance salespersons’ brand identification, retailers should emphasize the importance of internal branding and communication, especially by sharing brand vision, values, and identity with employees at customer contact points. Also, as brand conceptual fluency is a significant determinant of customer responses, retailers need to deliver consistent messages through various components of store environments, including salespersons’ attitudes, appearances, and manners, as well as physical store design. With a deeper understanding of the effects of salesperson-brand relationship and brand conceptual fluency, retailers will be able to create more effective brand strategies to enhance their performances. Future studies should consider data from various retail types, such as discount stores, to generalize the findings.

영업사원의 개별적 특성이 적응적 판매행동 및 고객성과에 미치는 영향

서선애,여찬구 조선대학교 지식경영연구원 2023 기업과 혁신연구 Vol.46 No.4

온라인을 통한 소비자의 구매가 늘어나면서 그 동안 오프라인 시장에서의 중개자 역할을 했던 영업사원의 역할은 온라인상의 검색이나 비교 혹은 추천 등 다양한 방법에 의해 대체되어 왔다. 그러나 온·오프라인의 제품 및 가격 차이가 낮아지고 그로인한 역쇼루밍 현상이 나타나면서 영업사원의 중요성이 다시 증가되고 있다. 영업사원은 기업과 소비자를 연결시켜주는 중요한 연결고리로써 고객과의 관계를 형성하고 피드백을 제공하는 등의 맞춤화된 고객화를 통해 기업의 매출을 증대시키는 역할을 할 수 있을 것으로 판단된다. 따라서 본 연구에서는 영업사원의 판매행동에 대한 영업사원의 심리적 변수와 고객 성과 변수 간의 관계를 구조적으로 살펴보고자 한다. 첫째, 영업사원의 자기효능감이 영업사원의 적응적 판매행동에 미치는 영향을 분석하였다. 둘째, 영업사원의 회복 탄력성이 영업사원의 적응적 판매행동에 미치는 영향을 분석하였다. 셋째, 영업사원의 적응적 판매행동이 고객성과인 고객참여에 미치는 영향을 분석하였다. 마지막으로 영업사원의 적응적 판매행동이 고객성과인 고객 추천에 미치는 영향을 분석하였다. 연구결과를 바탕으로 산업의 온라인화 이전의 오프라인 환경에서의 성과중심적인 영업사원의 역할이 아닌 영업사원 개개인의 특성에 맞춘 프로그램을 적용하여 기업의 목적과 소비자의 만족을 이끌어 낼 수 있는 전략적인 접근의 필요성에 대해 이론적, 실무적 시사점을 제시하고자 한다. As consumer purchases increase online, the role of salespeople who played th role of intermediaries in the offline market, has been through online search, comparison, or recommendation. However, as the difference between online and offline products and prices decreases and the resulting reverse show-rooming phenomenon appears, the importance of salespeople is increasing again. Salespeople are an important link between companies and consumers and are expected to play a role in increasing a company's sales through customized customerization, such as forming relationships with customers and providing feedback. Therefore, this study aims to structurally investigate the relationship between the psychological variables of salespeople and customer performance variables of salespeople's sales behavior. First, we analyzed the effect of salespeople's self-efficacy on salespeople's self-efficacy. Second, we analyzed the effect of salespeople's resilience on salespeople's adaptive sales behavior. Third, we analyzed the effect of salespeople's adaptive sales behavior on customer participation, which is customer performance. Finally, the effect of salespeople's adaptive sales behavior on customer recommendation, which is customer performance, was analyzed. Based on the research results, a strategic approach that can lead to the company's purpose and consumer satisfaction by applying a program tailored to the characteristics of each salesperson, rather than the performance-oriented role of a salesperson in an offline environment before the industry went online, was developed. We would like to present theoretical and practical implications regarding the necessity.

판매원 브랜드 관계, 고객 지향성 및 고객 점포 충성도에 관한 연구

Soon-Hwa Choi 한국유통과학회 2018 유통과학연구 Vol.16 No.11

Purpose - As the importance of salesperson attitudes and behaviors enhancing customer perception and loyalty have increased, many retail companies put emphasis on internal marketing activities. The issue also has captured the interest of academics, but most of the previous research tends to be limited to investigating antecedents of salesperson job satisfaction and commitment. Based on the consumer-brand relationship concepts, this study aims to examine the effects of the salesperson-brand relationships on customers’ service evaluation and store loyalty. Research design, data, and methodology - In a structural equation model, it is hypothesized that salesperson brand identification influences salespersons’ brand trust and affect, which are the two dimensions of consumer-brand relationships. Salespersons’ brand trust and affect are expected to increase salespersons’ customer orientation, which in turn influences customers’ service evaluations and store loyalty. To test this hypotheses a set of data collected from department stores in Seoul is utilized. Results - First, it was found that salesperson brand identification is a significant antecedent to salespersons’ brand trust and affects, the two dimensions of salesperson brand relationships. Second, salespersons’ brand trust and affect were found to enhance salespersons’ customer-oriented behaviors. Third, salespersons’ customer orientation showed a significant effect on customers’ service evaluation. When a salesperson makes more effort to provide useful information for fulfilling customer needs, customers evaluate the salesperson’s service more positively. Finally, customers’ service evaluation had a positive impact on customers’ store loyalty. Conclusions - This study provides significant academic and practical implications. First, based on the theory of consumer-brand relationships, the concept of salesperson-brand relationships was introduced and found to be an effective motivator of salespersons’ customer oriented attitudes and behaviors. Therefore, the two dimensions of brand relationships, brand trust and affect, should be considered as the critical factors both in developing theoretical research and improving long-term company performance. Also, internal marketing activities should focus on maximizing employees’ brand identification. That is, retail companies need to put emphasis on sharing their brand values and personality with internal customers to strengthen the brand relationships with salespersons and to enhance customer responses.

판매원의 노력이 판매원 태도 및 구매의도에 미치는 효과: 편익 현저성의 조절효과

박종철,이한준 한국서비스경영학회 2011 서비스경영학회지 Vol.12 No.3

In this study we examine how consumers' inference of motives for a salesperson's effort affects their perceptions of attitudes toward salespersons and purchase intention. Namely, we postulate that the reciprocity and inferred motives play an essential mediating role in the relationship between the salesperson's effort and the attitudes toward salesperson and purchase intention. Also, the benefit salience plays an essential moderating role in these relations. A model integrating salesperson's effort, psychological mechanism(reciprocity, suspicion), attitudes toward salesperson, purchase intention is tested using data of 215 young consumers. The results of the data analysis showed that the salesperson's effort positively influenced on the reciprocity and negatively influenced on the suspicion. Also, the reciprocity and suspicion have a significant impact on the attitudes toward salespersons. Also, attitudes toward salespersons positively influenced on the purchase intention. Above all, reciprocity toward salespersons was higher when the benefit salience was high(versus benefit salience low). The suspicion toward salespersons was higher when the benefit salience was low(versus benefit salience high).

顧客-수貨員的關系和奢侈時裝商店的銷수效力: 自我監督的作用

( Ji Eun Kim ),( Jae Eun Kim ),( Kim K. P. Johnson ) 한국마케팅과학회 2010 Journal of Global Fashion Marketing Vol.1 No.4

Among the diverse strategies that businesses use to maximize sales, the customer-salesperson relationship as an aspect of relationship marketing has been reported as one of the most critical (O`Malley and Tynan, 1998). Although relationship marketing has been emphasized across various business settings, this strategy works particularly well in luxury markets for a number of reasons. For example, brands offering high involvement products (i.e., luxury brand products) focus on relationship marketing rather than those offering low involvement products (Martin, 1998). Previous researchers have recognized the role of various customers attributes in sales interactions (Walker et al., 1977; Weitz, 1981). One customer attribute that may play a role in moderating the association between the strength of customer- salesperson relationship and sales effectiveness is a customer`s tendency to self-monitor (Snyder, 1974). This is due to the fact that an individuals` self monitoring tendency has been recognized as an influential personal disposition that accounts for differences in customer behavior especially in social contexts (Weitz, 1981). Self-monitoring refers to the tendency to monitor (i.e., observe and control) self-presentations and expressive behaviors (Snyder, 1974). High self-monitors are individuals who are highly sensitive to social cues in an interaction situation; thus, they modify their behavior because they desire to look proper or preferable to others in that situation. Low self-monitors are individuals who regard their personal value system and private realities as important; thus, they tend to keep their self-presentation consistent across situations. We investigated to what extent does the strength of type of customer-salesperson relationship (i.e., social, functional) influence sales effectiveness and whether individuals` self-monitoring moderated this relationship. This study contributes to theory concerning sales performance as it furthers understanding of how relationship type influences sales performance. It also provides practical information to luxury store sales managers by documenting the effectiveness of social versus functional relationship types. Furthermore, given that degree of self-monitoring has been reported to be easily recognized from observations of people (Snyder, 1974), the research identifies the role of a visible customer attribute in a selling situation thus providing concrete ideas for salespersons concerning how to best serve their customers. Twenty two stores located in eight of the largest department stores in Seoul, Korea were identified. Sales managers in the luxury brand stores were asked to be data collectors for the sample, each sales manager were asked to secure 10 respondents. They received a $5 gift card per completed questionnaire for compensation. Once a customer was informed of the nature of the research and agreed to participate, they were given a questionnaire that included information on consent in a booklet. Participants were given a $5 gift card for compensation. A total of 220 questionnaires were distributed and 187 were returned. Questionnaires with excessive incomplete responses were eliminated resulting in a final sample of 167. The questionnaire consisted of existing measures of sales effectiveness (Gilly et al. (1998), satisfaction with purchase decisions Fitzsomons (2000), sales associate-customer relationship type (Coulter and Ligas, 2000), and self-monitoring (Snyder, 1986). Participants were female (95.2%). A large percentage were from 50 to 59 years of age (38.9%) followed by the category of older than 60 years of age (24%). The majority had more formal education than a college degree (89.8%). Participants shared that they had known their salesperson for an average of 3.4 years. Preliminary data analyses revealed Cronbach`s alpha coefficient was .92 for perceived salesperson effect on purchase decision, .89 for satisfaction with purchase decision, and .72 for self-monitoring. Next we verified the assumptions of the regression model testing normality of residuals, independence of residuals (Durbin-Watson statistic), linearity, and constant variance of the residuals (homoscedasticity). All assumptions were satisfied. Some of the correlations of the measures indicated possible problems of multicollinearity. In order to minimize correlations between the independent variables and interaction terms, the independent variables were mean-centered prior to the computation of the interaction terms (Aiken and West, 1991). We checked variance inflation factor for each regression coefficient and results showed all factors were less than the threshold of 10. Multiple regression revealed that the strength of social relationship was positively related to perceived salesperson effect on purchase decision (β =.27, p<.001) and satisfaction with purchase decision (β=.28, p<.001). A functional relationship with a salesperson had no significant effect on purchase decision and satisfaction with purchase decision. Self-monitoring moderated the influence of a social relationship such that customers who were low self-monitors were more likely to indicate they were influenced by the salesperson for their purchase intentions if they perceived they had a strong social relationship with salesperson than a weak social relationship. However, when customers were high self-monitors, the perceived effect of a social relationship was reduced. Participants credited their salesperson with influencing their purchase decision as well as tended to be satisfied with their purchase decision when they thought they had a strong social relationship with a salesperson. These findings are consistent with those of Reynolds and Beatty (1999) and Wagner et al. (2003). The strength of functional relationships had no significant effect on either of our measures of salesperson effectiveness. The insignificant results could be due to the fact that customers with strong functional relationships with salespersons have no emotional connections or personal closeness with the salesperson. We extend prior work (Wagner et al., 2003; Walker et al., 1977) on investigating situational factors (i.e., customer attributes) influencing sales effectiveness. Our findings provide important implications for luxury retailers. Building a strong social relationship with customers is recognized as an important strategy in personnel selling. In order to maximize a relationship marketing strategy within limited resources, luxury retailers may want to inform their salespersons that it is more effective to try to build a strong social relationship with low self-monitors rather than high self-monitors since low self-monitors are predicted to have more tendency to be loyal to the salesperson due to their tendency to try to have shared attitudes and values with a personally close people (Snyder, Gangestad, and Simpson, 1983) as well as to be receptive to the salesperson`s influence on their purchase decision when they have a strong social relationship with the salesperson. In contrast, because high self-monitors tend to have lower levels of interpersonal commitment and less stable social bonds than low self-monitors (Gangestad and Snyder, 2000), it seems hard to obtain long-term loyalty from high self-monitors even though they may view themselves as having a strong social relationship with the salesperson.

개인적 가치, 고객지향성, 적응성과 판매원성과간의 관계에 대한 구조적 연구

金奎東 韓日經商學會 1999 韓日經商論集 Vol.18 No.-

Good salespeople are the deciding factors in the success of an organization. In particular, the role of the retail salesperson takes on a more important role. Accordingly, the first purpose of this study is to understand the personal values of salespeople: secondly, to study the explanation personal values, adaptability, and customer orientation have on salesperson's performance. The third purpose is to understand the structural link among each of the explanatory factors related to salesperson performance. Lastly, with these research results as a foundation, to find the implications regarding management strategy plans of valuable salespeople for marketing researchers and sales managers. Data was gathered at large distribution centers (department stores, discount stores, large supermarkets, large clothing stores, etc.), surveying 350 male and female salespeople between October 19, 1998. Of the 350 questionnaires distributed, 287 (82%) were returned. Eliminating the unusable ones, 226 of the 287 that were collected were used in the final analysis. The results of the study are as follows: First. the personal values of the salespeople surveyed were divided into self-oriented values and others-oriented. Second, along with adaptability and customer-orientation constructs, salespeople's personal values increased the salesperson performance determinant. Third, the direct effects determinants have on salesperson performance is shown as, in order, adaptability(482), customer orientation(424), others-oriented value(201), while the indirect effect, including overall effect, is shown to be, in order, adaptability(864), others-oriented value(505), customer orientation(424) and self-oriented value(363). Consequently, first, through the examination of the salesperson's personal value structure, customer orientation, and adaptability, sales manager will be able to understand the salesperson and to use it in hiring and training salespeople. Second, as the salesperson performance was demonstrated to be effected by personal values in this study in addition to customer orientation, adaptability, it will make a big contribution to the marketing researchers' theories on salesperson performance. In addition, it will help the sales manager recognize the role of the value of a salesperson's performance management. And finally, among the personal values, it is understood that others-oriented value has a big effect on salesperson performance, so a strategy for salesperson's performance management and reward system must be established in order for it to be applied effectively.

영업사원의 필요역량 도출을 위한 실증적 연구: B2B, B2C 영업사원을 구분하여

Sung-Min Ahn,Chan-Wook Park 한국유통과학회 2016 유통과학연구 Vol.14 No.11

Purpose - Our research started out with an assumption that a further study about the competency of B2B and B2C salespeople is needed, and has thus focused on enhancing their abilities throughout various fields. It seems that the ability of sales representatives has a positive influence on the image and revenue of the company. Since businesses find it apparent that the role of salespeople will become significant in the future, our research aims to provide a foundation for future research on exploring the necessary competencies for salespeople by conducting an in-depth interview as well as survey. Research design, data, and methodology - The methods of our research can be broken down into four steps - an interview on salespeople, eliciting salespeople’s potential competency, surveys, and analysis. First, our research team conducted interviews on forty subjects. Second, we strived to elicit potential competency of salespeople based on data gained from previous studies and in-depth interviews. And Third, we came up with our own survey templates. Last but not least, our research team analyzed the results from the surveys to elicit necessary capabilities for the salespeople. Results - The results of our research show a clear distinction between B2B and B2C salespeople on all categories that we measured such as the character fitness, competence of emotion and sales marketing. As for B2B salespeople, the results indicated openness(M: 3.8265) in character fitness, and self-motivation(M: 4.1887), group cognition(M: 3.8735), teamwork(M: 3.9956) in competence of emotion, and previous research(M: 3.8735), proposal of values(M: 4.3873), cooperation with other team(M: 4.0441) in competence of sales marketing. The difference in capability required between B2B salespeople and B2C salespeople was very pronounced. Conclusions - For future studies, enhanced pool of subjects with various backgrounds is needed in order for our research to reach a wide range of population. The results from our research are advised to be used for eliciting the competency required by salespeople and for a practical application to further enhance their competency. Companies need continuous efforts to develop the skills of salespeople based on competence analysis and research of sales representatives.

패션점포 판매원의 노력 차원과 중요도 : 중ㆍ상층 노년여성고객과 판매원 관점을 중심으로 Focus on Middle - Upper Class Older Female Customer and Salesperson's Perspective

신혜봉,임숙자 服飾文化學會 2003 服飾文化硏究 Vol.11 No.1

The aim of this study was to identify dimensions of salesperson's effort according to older female(55+)customer's and fashion store salesperson's persperctive and to examine what kind of effort dimensions are assessed to be more important than others. As a method, both literature review and empirical research were made. This study was performed in three stage from December in 2001 to May in 2002. For exploratory step, in-depth interview and observation study were done for gathering responses related to salesperson's effort. In pilot study, 83 older female customers were surveyed and the data was analyzed in order to develop questionnaire. In the main research, 202 older female customers and 103 fashion store salespersons were surveyed in order to identify the dimensions of salesperson's effort. Statistical analyses were performed with SAS program using factor analysis, cronbach'a, mean, t-test, paired t-test and multiple regression analysis. The results of this study were as follows. First, 5 factors was selected for the dimensions of salesperson's effort in customer's perception; friendliness, attentiveness, product competence, effective access and special treatment. Second, 5 factors was selected for the dimensions of salesperson's effort in salesperson's performance; friendliness/ attentiveness, product competence, effective access, communication , and purchase exaction. Third, dimensions of salesperson's effort were different according to customer and salesperson's characteristics. Last, there were significant differenced in the salesperson's efforts between customers' perception and salespersons' performance.

판매성과실패 상황에서 판매원의 노력귀인과 능력귀인

김상희(Sang Hee Kim) 한국경영학회 2009 經營學硏究 Vol.38 No.3

This is a study on relationship of salespersons’ goal orientation, attribution, psychological responses, and behaviors following failure in sales performance, which aims to examine the attribution process due to failure in sales performance. In particular, this study intends to suggest that there may be differences in helplessness and expectations for future success by ability and effort attributions which can be internal attributions in case of failure in sales performance and examine effects of both psychological responses on selling behaviors. Prior researches mention factors in salespersons’ behaviors primarily in general selling situations but overlook their psychological responses and behaviors in the situation of failure in sales performance. However, an actual selling situation is where it is least likely that targeted performance will be achieved; therefore, it is necessary to investigate the process following failure in sales performance in such a situation. Failure arouses attribution caused by failure and the attribution then arouses psychological responses and affects even behaviors. Among attributions, internal attributions are closely related to psychological responses, which are very likely to affect behaviors later. Many companies recommend that salespersons should attribute any failure in sales performance to themselves and many mangers are actually attributing the failure to salespersons. This is because it is believed that failure is attributed to salespersons themselves, they will be more likely to make efforts to reflect their fault and solve problems. It is however necessary to throw a doubt on the belief of companies that such internal attributions all can arouse positive results. That is, all efforts and abilities, which can be internal attributions, don’t lead to positive results; rather, they can arouse positive responses if they are considered as controllable by themselves and unstable, while they can possibly arouse negative responses if they are considered as uncontrollable and stable. It is therefore impossible to say that all efforts and abilities, or two typical elements of internal attributions, arouse positive responses. The purpose of this study is to examine salespersons’ internal attributions in the situation of failure in sales performance where targeted sales performance fails to be reached and to investigate salespersons’ trait influencing salespersons’ internal attribution and effects of such internal attributions on helplessness and expectations for future success which can be psychological responses. It also intends to investigate effects of such helplessness and expectations for future success on salespersons’ behaviors. In other words, the following questions seem to be very important in marketing: are all salespersons positive who attribute failure in sales performance to themselves? If all are not positive, which attribution arouses positive results? which personal trait arouses positive internal attribution? How should they be taught to attribute? This is because they can provide a solution to a company that allows salespersons to make positive behaviors constantly in a situation where failure in sales performance occurs. As a result, salespersons’ learning goal was found to increase effort attribution and to decrease ability attribution, but salespersons’ performance goal was found to increase ability attribution. And ability attribution was found to increase helplessness and decrease expectations for future success while effort attribution was found to decrease helplessness and increase expectations for future success. Helplessness reduced prosocial behavior to customers while expectations for future success increased such behavior. And the effects of effort attribution and ability attribution on helplessness and expectation for future success were moderated by salesperson’s career. These results suggests that salespersons go through a process of causal search in case of failu

판매원의 감정지능과 탈진감 및 고객 지향적 판매행동의 관계에 관한 연구

김상희(Sang Hee Kim) 한국경영학회 2006 經營學硏究 Vol.35 No.1

This study, unlike the previous studies related to salespersons, focuses on a salesperson’semotional factors such as emotional intelligence and burnout as determinants of his/her selling behavior. In particular, it emphasizes emotional intelligence as a major factor that makes salespersons suffer less burnout in their interaction with customers. The prior studies related to burnout have focused on the causes, suggesting personal factors(personality, daily living), customer factors(the number of customers and the frequency of contact), and working environment factors(excessive demands from organizations and people, overwork, lack of self-regulation, ambiguity of roles, and conflicts among roles). These causes, however, can be uncontrollable factors for salespersons or inevitable factors due to the job of the salesperson. Therefore burnout is so common a phenomenon for salespersons that it would be difficult for organizations to find and eradicate the causes and to reduce burnout levels among salespersons. This study will present emotional intelligence, a kind of personal characteristics, as a possible variable of reducing burnout that salespersons have obliged to suffer. Emotional intelligence is defined as an ability to perceive and control his/her emotions, motivate oneself, understand others and maintain good interpersonal relationships, an ability to self-control stressingsocial-friendliness among the properties of human emotion including the ability to understand self and others and empathy with others. If individuals have higher level of emotion intelligence, they will more likely to deal with negative psychological phenomena in interaction with customers. In addition to one’s acquiring diverse knowledge on sales, one’s ability to deal with social conflicts, address emotional problems, and have a flexible way of thinking can be more important qualifications for salespersons that help to meet the demand of customers well and show their ability to work.The findings suggest that a salesperson’s emotional intelligence serves as the factor that reduce his/her burnout in the process of sales, demonstrating that the decrease or increase of burnout has a significant impact on a salesperson’s selling behavior. This implies that to induce positive behavior from salespeople who have suffered negative psychological phenomena because of frequent interaction with customers, it is important for organizations to train and manage employees to have higher emotional intelligence such as the ability to perceive and control their emotion, to motivate themselves, to understand others, and to maintain goodinterpersonal relationships, as well as knowledge training on works. In other words, a salesperson’s emotional ability as well as his/her selling knowledge is a key element for his/her ability to meet demands from customers. Therefore, emotional intelligence, an emotional ability to deal with and adapt to various customer interaction, is a key variable, even though a salesperson has suffered burnout in a process of interaction with customers. So decreased burnout has a consequence on a salesperson’s selling behavior.This study highlights the importance of a salesperson’s emotional ability and emotional phenomenon, and provides a guideline to the recruitment and training of salespersons.