A Study on the Big 5 Personality Types of B2B Salespeople - Focused on Relationship Building, Communication, Organizational Commitment, Job Satisfaction, Turnover Intention, Sales Performance
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This study analyzes the effect of salespeople's Big 5 personality patterns on relationship building and communication, which are major factors of salespeople's sales activities, and the effect of each factor on organizational commitment, sales performance, turnover intention, and job satisfaction. For 300 salespeople working at domestic B2B companies, the effects of Big 5 personality types on relationship building and communication and relationship building and communication on organizational commitment, sales performance, turnover intention, and job satisfaction were empirically analyzed. As a result of the analysis, extroversion had a significant positive (+) effect on both relationship building and communication factors. It was confirmed that the agreeableness factor also had a significant positive (+) effect on both relationship building and communication factors. Neurology did not show a significant effect on relationship building, and it was found to have a significant negative (-) effect on communication. Openness did not show a significant effect in both relationship building and communication. Integrity showed a significant positive (+) effect on both relationship building and communication. Relationship building had a significant negative (-) effect on organizational commitment and job satisfaction, and it was analyzed that it had a significant positive (+) effect on turnover intention and sales performance. Communication factors had a significant effect on organizational commitment and job satisfaction, and had a significant negative (-) effect on turnover intention. In addition, communication was analyzed to have a significant positive (+) effect on operating performance. The empirical results conducted in this study can be found in the practical field, and discussions and implications for the results were presented.
Abstract
This study analyzes the effect of salespeople's Big 5 personality patterns on relationship building and communication, which are major factors of salespeople's sales activities, and the effect of each factor on organizational commitment, sales performance, turnover intention, and job satisfaction. For 300 salespeople working at domestic B2B companies, the effects of Big 5 personality types on relationship building and communication and relationship building and communication on organizational commitment, sales performance, turnover intention, and job satisfaction were empirically analyzed. As a result of the analysis, extroversion had a significant positive (+) effect on both relationship building and communication factors. It was confirmed that the agreeableness factor also had a significant positive (+) effect on both relationship building and communication factors. Neurology did not show a significant effect on relationship building, and it was found to have a significant negative (-) effect on communication. Openness did not show a significant effect in both relationship building and communication. Integrity showed a significant positive (+) effect on both relationship building and communication. Relationship building had a significant negative (-) effect on organizational commitment and job satisfaction, and it was analyzed that it had a significant positive (+) effect on turnover intention and sales performance. Communication factors had a significant effect on organizational commitment and job satisfaction, and had a significant negative (-) effect on turnover intention. In addition, communication was analyzed to have a significant positive (+) effect on operating performance. The empirical results conducted in this study can be found in the practical field, and discussions and implications for the results were presented.
참고문헌 (89)
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