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An Empirical Study of the Effect of the Personality Type Determined by the MBTI on Sales Performance in B2B Salespeople

구자원|정병호
지식경영연구원 (The Institute of Knowledge Management, Chosun University)|2023.09|기업과혁신연구 (Journal of Corporation and Innovation)|제46권 제3호|pp. 49-76|DOI 10.22778/jci.2023.46.3.49

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키워드

CommunicationBrandSales PerformanceMBTI Personality TypesRelationship Building
주제분류무역학

초록

Customers and salespeople have grown up in different environments and think, talk, and interact in different ways in performing their tasks. In practice, there is a difference in customer relationship formation and communication ability in an interaction environment with customers according to the individual characteristics and behavior of salespeople. Brand are key factors that explain the relationship between salespeople and customers, products and customers, and major variables that play an important role in the customer's decision-making process. Through previous studies, it is possible to confirm the correlation between brand awareness and image with sales performance and business performance. In practice, there is a difference in business performance according to the attitude and dependence on the brand by the personality type of the salesperson. This study aims to demonstrate and analyze the effects of communication, relationship building, and brand on sales performance in B2B salespeople depending on their MBTI group. Data were collected from 254 respondents in ICT B2B sales positions. SPSS 26 was used to conduct empirical analysis, while the sample was also subjected to reliability and validity testing, as well as correlation analysis. Moreover, regression analysis was conducted to test the study hypotheses. These empirical results are also found to have evidence in practice; therefore, this study holds significance, as it verifies and reiterates the results theoretically.

Abstract

Customers and salespeople have grown up in different environments and think, talk, and interact in different ways in performing their tasks. In practice, there is a difference in customer relationship formation and communication ability in an interaction environment with customers according to the individual characteristics and behavior of salespeople. Brand are key factors that explain the relationship between salespeople and customers, products and customers, and major variables that play an important role in the customer's decision-making process. Through previous studies, it is possible to confirm the correlation between brand awareness and image with sales performance and business performance. In practice, there is a difference in business performance according to the attitude and dependence on the brand by the personality type of the salesperson. This study aims to demonstrate and analyze the effects of communication, relationship building, and brand on sales performance in B2B salespeople depending on their MBTI group. Data were collected from 254 respondents in ICT B2B sales positions. SPSS 26 was used to conduct empirical analysis, while the sample was also subjected to reliability and validity testing, as well as correlation analysis. Moreover, regression analysis was conducted to test the study hypotheses. These empirical results are also found to have evidence in practice; therefore, this study holds significance, as it verifies and reiterates the results theoretically.

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