판매원의 고객관점과 영업관점의 영업철학이 고객 만족도와 충성도에 미치는 영향
Differential Effect of SOCO Behaviors of Salesperson toward the Customer Satisfaction and Customer Loyalty
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초록
고객접점 판매원의 영업철학이나 영업마인드는 고객대응역량과 최종적인 영업성과에 중요한 영향을 미치는 요인으로 작용한다. 최근 가장 중요하게 부각되고 있는 세일즈 분야의 영업철학은 영업지향성(sales orientation)과 고객지향성(customer orientation)의 두 가지가 있다. 영업지향성은 영업을 수행함에 있어서 우선순위를 판매건수, 매출 등 계량적인 성과에 두는 것을 말하며, 고객지향성은 영업의 최우선적인 중요도를 고객만족과 관계유지 등 고객에게 두는 것을 말한다. 본 연구는 이러한 판매원의 영업지향성과 고객지향성이 고객 차원의 성과에 미치는 영향을 검증하고 비교하는 것을 목적으로 하였다. 국내 H 백화점 5개 지점의 판매원과 고객을 대상으로 설문조사 자료를 사용하여 구조방정식 모형으로 가설을 검증한 결과, 판매원의 고객지향성은 고객이 인식하는 윤리적 판매행동과 판매원의 진정성에 정의 영향을 미치는 반면, 판매원의 영업지향성은 고객이 인식하는 고객지향적 판매행동, 윤리적 판매행동, 판매원의 진정성 정도에 부의 영향을 미쳤다. 고객이 판매원의 고객지향적 판매행동과 판매원의 진정성을 높게 인식할수록 높은 고객만족도를 보이고, 궁극적으로는 고객충성도에 긍정적인 영향을 미침을 알 수 있다.
Abstract
Sales philosophy or sales mind can have an important effect on customer response capability and corporate performance. Customer-orientation and sales -orientation have been regarded as a major part of sales philosophy and major research topic for many years in research area. Customer-orientation focuses on customer, such as customer satisfaction, commitment and loyalty, and sales-orientation puts priority on quantitative results like sales count and profit. This research aims to explore the different effect of SOCO of salesperson toward the customer satisfaction and customer loyalty, mediated by perceived customer orientation, ethical sales behavior and sales authenticity. Data was collected from salesperson and customer surveys at the five branches of H department stores in Seoul. Research model and hypotheses were verified using Structural Equation Modeling Analysis. The results of this study are as follows. Customer-orientation has positive effect on ethical sales behavior and salesperson authenticity, and sales orientation has negative effect on perceived customer orientation, ethical sales behavior and salesperson authenticity. Perceived customer orientation and salesperson authenticity have positive effect on customer satisfaction, and finally customer satisfaction has positive effect on customer loyalty.
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