영업사원의 고객지향성은 항상 옳은가?: 고객지향성의 두 차원이 직무성과에 미치는 차별적 영향
The Differential Effects of Functional and Relational Customer Orientation on Job Performance in Sales Encounters
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접점 영업사원들의 고객지향성은 고객과의 장기적인 관계를 구축하는데 매우 중요한 역할을 하기도 하지만 동시에 업무의 복잡성과 시간을 필요로 하는 행동이기도 하다. 본 연구는 고객지향성이 성과에 미치는 영향력을 살펴본 일부 연구들이 서로 상반된 실증결과를 제시한다는 점에 주목하여 고객지향성의 차원과 직무성과의 차원을 구분하고 각 차원이 미치는 차별적인 영향력을 규명하고자 하였다. 연구목적의 달성을 위해 외국계 보험사의 전문 재정설계사를 대상으로 구조화된 설문지 250부가 배포되었으며, 181부의 가용한 설문지를 최종분석에 활용하였다. 연구 결과, 기능적 고객지향성은 성과의 두 차원에 긍정적인 영향을 미치지만 그 효과가 질적 성과보다 양적 성과에 더 크게 영향을 미치는 것으로 확인되었다. 반면 관계적 고객지향성은 양적 성과에는 유의하지 않지만 부정적인 영향을 미치고, 질적 성과에는 긍정적인 영향을 미치는 것으로 나타났다. 연구는 영업사원이 보이는 고객지향성의 유형에 따라 그 성과가 달라짐을 실증한 것으로 달라진 영업환경의 변화로 고객지향성의 다차원적 접근이 현상을 이해하는데 보다 효과적일 수 있음을 시사한다. 또한 기업은 동일한 자원으로 최상의 성과를 얻기 위해 기업이 원하는 성과가 무엇인지 규정하고 그에 따라 고객지향성의 유형과 수준을 달리하는 전술적 접근이 필요하다. 본 연구는 고객지향성과 직무성과간의 상반된 연구결과의 대안적 설명력을 높였다는 점에서 그 의의를 지니며, 향후 영업사원의 성과를 직무성과 외에 고객획득, 고객유지율과 같은 실질적인 고객성과에 집중해 보는 것도 의미 있을 것으로 여겨진다.
Abstract
Customer oriented behavior of customer contact employees carries out a significant role to build a long-term relationship with customers, at the same time, requires complexity of tasks and time consumption. Noting that some studies suggest conflicting empirical results about relationship between customer orientation and job performance, this study distinguishes two dimensions; customer orientation dimension and job performance dimension, and examine differential influences for each of dimensions. 250 copies of a well-constructed questionnaire for the purpose of this study are distributed to professional financial planners belong to foreign insurance companies. 181 replies were used to the final analysis report. Functional customer orientation affects to both dimensions; however, more influence in quantitative performance than qualitative performance. On the other hand, there is no significant evidence that relational customer orientation affects to quantitative performance, but shows a negative effect, whereas the effect of relational customer orientation on qualitative performance is positive. This study proves the change of performance, depending on the type of customer orientation frontline salesperson devotes to. It implies that multi-dimensional approaches will be effective to understand phenomenons in a changing sales environment. In addition, business requires to state their performance goal clearly to get the best outcomes with same resources and approach tactically by varying the types and levels of customer orientation. It will be meaningful to extend a performance aspect of frontline salesperson not only job performance but also to a more practical aspect referring to customer performance such as customer acquisition, customer retention and so on. This study has the significance by enhancing cogency as providing alternative explanation along with current studies which show conflicting results between customer orientation and job performance.
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