상사의 윤리적 리더십이 판매원의 적응적 판매행동과 조직몰입에 미치는 영향
The Impact of Leader’s Ethical Leadership on Salesperson’s Adaptive Selling Behavior and Organizational Commitment
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참고문헌
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초록
유통업체의 생존과 성장을 위해 판매원의 태도와 행동을 효과적으로 관리하는 것이 중요해지고 있다. 이에 본 연구는 그동안 상대적으로 연구가 미흡했던 윤리적 리더십, 적응적판매행동, 조직몰입간의 관계를 유통업체에 근무하는 판매원 입장에서 분석함으로써 기존 연구와의 차별점을 찾고, 이론적·실무적 시사점을 제공하고자 하였다. 이를 위해 관련개념을 검토하고, 개념간 관계에 대한 가설과 연구모형을 제시하였다. 가설검증을 위해유통업체에 근무하는 판매원을 대상으로 조사를 실시하였고, 신뢰성, 타당성 분석을 수행하였다. 또한 구조방정식 모형분석을 통해 가설을 검증한 결과 모든 가설이 지지되었다. 본 연구는 다음과 같은 시사점을 제공한다. 첫째, 윤리적 리더십과 적응적 판매행동이조직몰입에 미치는 영향을 실증함으로써 판매원의 조직몰입 수준을 높일 수 있는 기제를규명하였다. 둘째, 윤리적 리더십이 적응적 판매행동에 미치는 영향을 실증함으로써 윤리적 리더십이 판매원의 적응적 판매행동을 활성화활 수 있음을 밝히고 있다. 셋째, 윤리적리더십, 적응적 판매행동, 조직몰입간의 관계를 유통업체에 근무하는 판매원을 상대로실증함으로써 연구영역을 확장하고 있다. 마지막으로 연구의 한계점과 향후 연구방향을제시하고 있다.
Abstract
Increasingly, frontline salesperson is cruicial to the survival and success of retailers. Salespeople are direct participants in implementing the retailer’s marketing strategies. Their attitudes and behaviour towards customers influence how customers perceive firm’s service, which in turn affect firm’s performance. So, it is important for the retailer to properly manage salespeople’s attitudes and behaviors. However, there is relatively little research on this area. In this study, we empirically assessed the relationships between leader’s ethical leadership, salesperson’s adaptive selling behavior, organizational commitment in the context of retailing. For the purpose of this study, three hypotheses were drawn from the previous researches. To verify these hypotheses, data were collected through field and online survey, and the data were tested by reliability, validity, structural equation modeling. Finally, the implications, limitations and future study directions were presented.
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