B2B시장에서 판매유형의 선행요인과 결과요인에 관한 연구：공급기업 영업사원을 중심으로
A Study on Antecedents and Consequences of Sales Types in B2B Market
0
조회
0
다운로드
2
인용
0
참고문헌
키워드
초록
B2C와 마찬가지로 B2B에서도 온라인 거래가 활발하게 이루어지고 있으며, 규모도 점점 커지고 있는 추세이다. 하지만 B2B시장에서 거래의 내면을 좀 더 확인해 보면 최종적인 거래가 성공하기 위해서 공급기업은 구매기업의 구매센터에서 거래 승인을 위한 평가를 받게 된다. B2C와 다르게 B2B시장에서 구매기업의 구매센터라는 특수한 조직에서 공급기업 제품 또는 서비스에 대한 전반적인 검토가 이루어지기 때문에, B2B 공급기업은 서로 다른 니즈를 가진 구매센터 조직원들이 만족할 수 있는 제품 또는 서비스를 제공해야 하는 어려움이 있다. 이러한 어려움을 극복하고 B2B 공급기업이 구매기업과 장기적이고 안정적인 거래를 하기 위해서는 공급기업의 판매원의 개별적인 역량에 따른 판매유형이 중요하다고 할 수 있다. 구매센터 조직원들을 대면하여 고객이 원하는 니즈와 욕구를 파악하고 그에 맞는 제품 및 서비스를 홍보하고 제공하는 판매원의 역할이 매우 중요하다고 할 수 있겠다. 본 연구에서는 판매원의 개별적인 역량에 따른 판매유형을 자문적 판매와 적응적 판매로 구분하여, 선행요인으로는 조직기억, 고객지향성 그리고 관계신념(친밀 관계신념, 통제 관계신념)으로, 결과요인으로는 고객만족 및 관계의 질로 제시하고 연구를 수행하였다. 연구 결과 자문적 판매와 적응적 판매가 고객만족 및 고객과 의 장기적인 관계의 질에 긍정적인 영향을 미치는 것을 확인 할 수 있었다, 다만 연구의 범위가 B2B 공급기업 중 전자, 소재에서 근무하는 판매원을 중심으로 진행하여 일반화하기에는 한계가 있다.
Abstract
In the B2B market, there is an evaluation and purchasing approval stage of a supplier from a special purchasing organization, which is a buying center of the purchasing company, before the purchasing company purchases the product or service from the purchasing company. For this reason, the sales person who sells the product suggests products and services to each person who has different desires and needs belonging to the purchasing center of the purchasing company. In the process of facing a salesperson, it can be seen that customer satisfaction and customer relationship quality can be influenced by the use of sales type according to salesperson’s personal competence. If we look at the sales types of salespeople’s individual competencies as sales and adaptive selling, consultative selling will identify the needs and problems of customers and provide solutions, and provide customers with new value. Ultimately, It is a type of sales that will achieve the desired goal. Adaptive selling is a type of sales in which the salesperson acquires high quality information from the customer through interaction with the customer and the salesperson changes the sales behavior and communicates with the customer. Therefore, both consultative selling and adaptive selling can be regarded as types of sales that enhance customer satisfaction and relationship quality through continuous and long-term relationship with customers. In order to maintain long-term business relationship with the purchasing company, this study suggests the following leading factors. First, in terms of organizational memory, B2B providers need systematic information storage and management, and training and reward systems are needed to acquire information. Second, in terms of customer orientation, it is necessary to control and compensate the salesperson to control the negative emotions in the emotional labor of the salesperson and to improve the customer orientation in the service point between the customer and the salesperson. Third, relationship marketing should be strengthened in order to facilitate interactions with customers through salespeople’s intimacy beliefs in terms of relationship beliefs. Therefore, it is important for the salesperson to identify customer’s areas of interest and problems and to suggest alternatives to promote customer’s trust and commitment. In addition to the organizational memory, customer orientation, relational beliefs (intimate relationship beliefs, control relationship beliefs), which are preceded by salespeople, may influence the individual propensity of salespeople. Therefore, through systematic education and training on salespeople, It is necessary to improve orientation and relationship beliefs. Future research will also need to be more diversified in terms of sales types. It would be very useful to compare the difference in performance between consultative selling sales and adaptive selling by dividing the sales type into the concept of prior service and the concept of after service. The reason for this is that consultative selling and adaptive selling are complementary rather than confrontational, because salespeople change sales behavior from consultative selling to adaptive selling, consultative selling as pre-service concept and adaptive selling as an after service concept.
참고문헌 (41)
- 강두식, "의료기관의 서비스지향성이 고객지향성, 직무만족, 서비스가치에 미치는 영향에 관한 연구", 경영교육연구, (56), pp.247~269 (2009), 한국경영교육학회
- 김남기, "영업사원의 관계신념이 적응적 판매 및 판매성과에 미치는 영향 : 보험영업사원 경력의 조절효과", 아태경상저널, 1(2), pp.151~171 (2009), 산업경제연구소
- 김상희, "서비스접점에서 판매원 언어적·비언어적 커뮤니케이션이 고객감정과 행동의도에 미치는 영향 - 정서감염현상을 중심으로 -", 소비자학연구, 18(1), pp.97~131 (2007), 한국소비자학회
- 김창윤, "자동차 영업사원의 관계신념, 동기화된 추론, 목표지향이 직무 성과 및 만족에 미치는 영향: 적응적판매를 매개변수로 하여", 대한경영학회지, 30(11), pp.2037~2056 (2017), 대한경영학회[DOI]
- 라선아, "고객만족, 고객충성도, 관계마케팅, 고객관계관리 관련 문헌에 관한 종합적 고찰", 마케팅연구, 30(1), pp.53~104 (2015), 한국마케팅학회
- 전영민, "관계신념 척도의 신뢰도 및 타당도 연구", 한국심리학회지, 임상, 16(1), pp.101~116 (1997)
- 황용철, "호텔의 서비스지향성이 종업원의 고객지향성, 직무만족과 직무몰입, 고객만족에 미치는 영향 -자기효능감의 조절효과-", 경영교육연구, 26(6), pp.303~320 (2011), 한국경영교육학회
- Anand, Vikas, "An Organizational Memory Approach to Information Management", Academy of management review, 23(4), pp.796~809 (1998)
- Berry. Leonard L, "Relationship Marketing of Services-Growing Interest. Emerging Perspectives", Journal of the Academy of Marketing Science, 23(4), pp.236~245 (1995)
- Bitner, M. J., "The Service Encounter: Diagnosing Favorable and Unfavorable Incidents", Journal of Marketing, 54(1), pp.71~84 (1990)
- Clark, David M., "Social Phobia: Diagnosis, Assessment and Treatment", pp.69~93 (1995), Guilford Press
- Cron, William L., "Sales Management: Concepts and Cases", pp.47~53 (2010), John Wiley & Sons, Inc.
- Crosby. Lawrence A., "Relationship Quality in Services Selling: An Interpersonal Influence Perspective", Journal of Marketing, 54(3), pp.68~81 (1990)
- Day, Georg S, "Continuos Learning about Market", California Management Review, 36(Summer), pp.9~31 (1994)
- Eckert, J. A, "Adaptive Selling Behavior: Adding Depth and Specificity to the Range of Adaptive Outputs", Americal Journal of Business, 21(1), pp.31~40 (2006)
- Flether. Garth J. O., "Measuring Relationship Beliefs: An Individual Differences Scale", Journal of Research in Personality, 26(4), pp.371~397 (1992)
- Franke. G. R., "Salesperson Adaptive Selling Behavior and Customer Orientation", Journal of Consumer Research, 21(1), pp.1~31 (2006)
- Gwinner, K. P., "Relational Benefits in Services Industries: The Customer’s Perspective", Journal of the Academy of Marketing Science, 26(2), pp.101~114 (1998)
- Humphrey, Ronald H., "Cognitive Scripts and Prototypes in Service Encounters", Advances in Services Marketing and Management, 3, pp.175~199 (1994)
- Ingram, Thomas N., "Sales Management: Analysis and Decision Making" (2009), M. E. Sharpe
- Jackson. Barbara B., "Winning and Keeping Industrial Customers: The Dynamics of Customer Relationships" (1985), Lexington Books
- Kotler, Phillip, "Marketing Management" (2007), Prentice Hall Inc
- McKenna, R, "Marketing is Everything", Harvard Business Review, 9, pp.65~79 (1991)
- Miller, L. C., "Cognition in Close Relationships", pp.69~99 (1991), Eribaum
- Parsons, A. I, "What Determines Buyer-Seller Relationship Quality? An Investigation from the Buyer’s Perspective", Journal of Supply Chain Management, 38(2), pp.4~12 (2002)
- Park, Jeong-Eun, "Organizational Memory: A New Perspective on The Organizational Buying Process", Journal of Business and Industrial Marketing, 18(3), pp.237~257 (2003)
- Park, Jeong Eun, "The Effect of Working Relationship Quality on Salesperson performance and Job satisfaction: Adaptive Selling Behavior in Korean Automobile Sales Representatives", Journal of Business Research, 59(2), pp.204~213 (2006)
- Reichheld. F. F, "Loyalty-Based Management", Harvard Business Review, 71, pp.64~73 (1993)
- Saxe, R., "The SOCO scale: A measure of the customer orientation of salespeople", Journal of Marketing Research, 19(3), pp.343~351 (1982)
- Schlesinger, L., "Breaking the Cycle of Failure in Services", Sloan Management Review, 32(Spring), pp.17~28 (1991)
- Simintiras, A., "Antecedents of Adaptive Selling among Retail Salespeople: A Multilevel Analysis", Journal of Retailing and Consumer Services, 20(4), pp.419~428 (2013)
- Spiro. R. L., "Adaptive Selling: Conceptualization. Measurement. and Neurological Validity", Journal of Marketing Research, 27(1), pp.61~69 (1990)
- Stein, Eric W, "Organization Memory: Review of Concepts and Recommendations for Management", International journal of Information Management, 15(1), pp.17~32 (1995)
- Taylor, Shelley E., "Adjustment to threatening Events : A Theory of Cognitive Adaptation", American Psychologist, 38, pp.1161~1173 (1983)
- Triandis, Harry C., "Individualism and Collectivism: Cross-Cultural Perspectives on Self-Ingroup Relationships", Journal of Personality and Social Psychology, 54(2), pp.323~338 (1988)
- Verbeke, W., "Drivers of Sales Performance: A Contemporary Meta-Analysis Have Salespeople Become Knowledge Brokers?", Journal of the Academy of Marketing Science, 39(3), pp.407~428 (2011)
- Walsh, J., "Organizational memory", Academy of Management Review, 16(1), pp.57~91 (1991)
- Weitz. B. A., "Knowledge. Motivation. and Adaptive Behavior: A Framework for Improving Selling Effectiveness", Journal of Marketing, 50(4), pp.174~191 (1986)
- Zoltners andris A., "Building a Winning Sales Force", pp.154~156 (2009), AMACOM
- "네이버 백과사전", ~
- "위키피디아", ~