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교육과 개인역량이 영업사원의 직무몰입에 미치는 영향에 관한 연구

A Study on the Effect of Education and Individual Ability on Job Commitment of Salesmen

임병훈|박운용|유명근
한국기업경영학회 (Korean Corporation Management Association)|2010.03|기업경영연구 (Korean Corporation Management Review)|제17권 제1호|pp. 103-123

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참고문헌

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Education개인역량직무몰입Job Commitment영업사원영업교육SalesmenIndividual Ability.
주제분류경영학

초록

IMF 사태 이후 국내 기업들이 구조조정을 단행하면서 그간 유지되어오던 전통적인 노사관계가 붕괴되어 직원들은 고용불안에 대한 스트레스가 증가되면서 기업은 구성원들의 자발적이고, 헌신적인 행동의 감소 현상을 극복하기 위한 노력이 필요하게 되었다. 이에 본 연구는 기업 경쟁력 제고의 관점에서 영업사원에 대한 교육과 개인역량이 영업성과에 미치는 영향을 분석하고, 이러한 영업성과가 직무만족과 직무몰입에 어떤 영향을 미치는지를 분석하였다. 이를 위해 매출에 영업사원의 역할이 비교적 큰 비중을 차지하는 자동차 산업을 그 대상으로 선정하여 자료를 수집하고 분석을 실시하였다. 분석 결과 교육과 개인역량은 영업성과에 긍정적 영향을 미치는 것으로 나타났으며 특히 교육 보다는 개인역량이 영업성과에 더 큰 영향을 미치는 것으로 나타났다. 또 영업성과는 직무만족에, 직무만족은 직무몰입에 유의한 영향을 미치는 것으로 나타나 영업사원 개개인의 성과만족도를 높여 직무몰입을 유도함으로써 조직의 효율성을 증대시킬 수 있음을 확인하였다. 또한 직무만족과 직무몰입 사이에 영업스트레스가 조절기능을 수행함을 확인하였다. 반면 대안적 매력도는 영업성과와 직무만족 간에 조절기능이 없는 것으로 나타났다

Abstract

As a result of the financial crisis, many firms in Korea had to undertake painful reforms which led to the change in the traditional relationship between firms and employees. While employees experienced severe stress due to job insecurity, firms needed effort to overcome the diminishing devotion of employees who were no longer willing to work voluntarily. Especially, the lack of loyalty among salesperson might cause serious impact on firms' performance, like revenue and profit, as the job transfer of salespersons had a direct impact leading to the departure of valuable customers. To improve the competitiveness of firms under the abovementioned situation, we analyzed the effect of education and individual ability of salesmen on the performance of salesmen, and the effect of performance on job satisfaction and job commitment. For this, four hypotheses on the relation among the variables were formulated. Two more hypotheses on the moderating effect of job stress and job opportunity were added. The following figure shows the research model. <Figure> Research Model For practical application, we selected the automobile industry in Korea, where the role of salesmen was important. A survey with a structured questionnaire was implemented for a total of 386 repondents. The data was analyzed with SPSS and AMOS program. Exploratory and confirmatory factor analysis were performed to check the reliability and validity of constructs used. The results showed the data collected were meaningful. Next, the structural equation was fitted using the AMOS progran, with the result of reasonable significance level. Most of the hypotheses were found to be supported. First, sales education and individual ability of salesmen were proved to have a positive effect on sales performance. Individual ability was found to be more effective than job education. This finding implied that, in the automobile industry, it was worthwhile to recruit employees with high capability to improve business performance rather than to educate them after he or she joined the firm. Secondly, sales performance had a positive impact on job satisfaction and job commitment as hypothesized. Hence, firms had to support their salesperson with every means to achieve higher performance, which led to job satisfaction and job commitment. Thirdly, we also identified the moderating effect of job stress in the relation between job satisfaction and job commitment. However, the level of alternative job opportunity did not show any significant impact on the relation between business performance and job satisfaction. Based on the results, meaningful strategic plans to manage salesperson could be formulated for the recruitment and education of salespersons. It was also found that the performance of salesmen to lead job satisfaction and commitment, thereby to obtain better business results.

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