판매 성공 상황에서 판매원의 판매 참여 행위가 고객지향성에 미치는 영향 = Effect of Salesperson’s Efforts on Customer Orientation in A Successful Sales Situation

국문 초록 (Abstract)

본 연구는 판매사원을 대상으로 판매성공의 원인을 능력 또는 노력에 귀인하느냐에 따라 각각 진정자부심과 오만자부심, 표면행위와 내면행위와의 관계를 살펴보고 이들의 관계가 고객지향성에 어떤 영향을 미치는지를 살펴보았다.
더 나아가 자기효능감이 판매참여, 귀인, 자부심, 감정노동, 고객지향성 간의 관계의 조절적 역할에 대해 살펴보았다.
최근 1주일 이내에 판매를 성공적으로 한 경험이 있는 판매사원 488명을 대상으로 실증분석을 실시하였으며, 구조방정식 모형을 통해 가설을 검증하였다. 분석 결과, 판매참여는 능력귀인과 노력귀인에 정(+)의 영향을 미치는 것으로 나타났다. 능력귀인은 오만자부심을 통해 표면행위에는 정(+)의 영향을 미쳤지만, 고객지향성에는 영향을 미치지 않는 것으로 나타났다. 반면에 노력귀인은 진정자부심, 내면행위을 매개하여 고객지향성에 정(+)의 영향을 미치는 것으로 나타났다. 더 나아가 자기효능감이 높을수록 판매참여가 능력귀인에 미치는 영향, 판매참여가 노력귀인에미치는 영향, 능력귀인이 오만자부심에 미치는 영향, 노력귀인이 진정자부심에 미치는 영향에 더 크게 작용하는 것으로 나타났다.
본 연구는 판매사원이 판매성공 상황에서 결과에 대한 원인을 어디에 두느냐에 따라 판매사원의 고객지향적 행동을 강화시키거나 약화시킬 수 있는 요인을 구조적으로 살펴보았다는 점에서 학술적, 실무적 시사점을 제공하고 있다.

다국어 초록 (Multilingual Abstract)

This study examined the relationship between genuine pride and arrogance pride, superficial behavior and inner behavior, respectively, depending on whether the cause of sales success was attributed to ability or effort attribution, and examined how their relationship affects customer orientation. Furthermore, the controlling role of early efficacy in the relationship between sales participation, attribution, pride, emotional labor, and customer orientation was examined.
An empirical analysis was conducted on 488 salespeople who have successfully sold within the last week, and the hypothesis was verified through a structural equation model. As a result of the analysis, it was found that participation in sales had a positive (+) effect on ability attribution and effort attribution. It was found that ability attribution had a positive (+) effect on surface behavior through arrogance pride, but did not affect customer orientation. On the other hand, it was found that effort attribution had a positive (+) effect on customer orientation by mediating genuine pride and inner behavior. Furthermore, the higher the self-efficacy, the greater the impact of sales participation on ability attribution, the greater the impact of sales participation on effort attribution, the impact of ability attribution on arrogance pride, and the impact of effort attribution on genuine pride.
This study provides academic and practical implications in that it structurally examined factors that could strengthen or weaken the customer-oriented behavior of salespeople depending on where they place the cause of the outcome in a successful purchase situation.

참고문헌 (Reference)

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