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판매원의 성격과 지각된 고객관계가 판매성과에 미치는 영향

The Effect of Salesperson's Personality and Perceived Customer Relationship on Sales Performance

김영찬|양병화
한국소비자학회 (Korean Society Of Consumer Studies)|2007.03|소비자학연구 (Journal of Consumer Studies)|제18권 제1호|pp. 171-194

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참고문헌

키워드

성격personality자아효능감판매성과고객관계sales performancemarketing relationship
주제분류경제학

초록

마케팅 패러다임의 변화에 따라 많은 기업들은 관계마케팅에 전사적 노력을 기울이고 있으며 방대한 고객정보를 바탕으로 한 효과적인 고객관리의 실현에 관심이 증대되고 있다. 하지만 고객 데이터베이스 기반이 아무리 잘 갖추어져 있더라도 시스템 운영의 인적요소가 제대로 작동하지 않으면 결국 마케팅 실패로 이어지기 때문에 고객과의 접점을 이루고 있는 판매원은 고객으로 하여금 기업과의 마케팅 관계를 형성하고 유지하는 데에 중요한 단서가 된다. 따라서 시스템 기반의 관계마케팅이 효과적인 성과로 연결되기 위해서는 고객접점에서의 인적요인에 대한 신중한 고려가 필요하다. 본 연구는 판매원의 심리적 특성으로서의 성격 및 자아효능감과 관계마케팅 요소로서의 지각된 고객관계를 통합한 판매성과 예측모형을 검증하기 위한 것이다. 최근 관계마케팅 분야에서는 판매성과를 극대화하는 데 고객과의 관계를 중요한 결정요인으로 인식하고 있으나, 고객관계를 주도하는 서비스 접점에서 판매원의 특성이 이들 관계에 어떤 영향을 주는지에 대해서는 거의 알려져 있지 않다. 이에 따라 본 연구는 판매성과에 대한 판매원의 심리적 특성과 지각된 고객관계의 통합적 효과모형을 설정하고 이를 검증하였다. 이를 위해 1,031명의 국내 대형 생명보험회사 판매원을 대상으로 설문을 실시하고, 1년 후 회사의 데이터베이스로부터 표본의 판매성과 데이터를 추출하여 분석하였다. 연구결과, 판매성과에 대한 가설적 구조모형은 양호하였으며(GFI=.96, RMSEA=.04, IFI=.97), 자아효능감은 성격차원 중 특히 성실성의 판매성과에 대한 매개효과를 갖는 것으로 나타났다. 그러나 지각된 고객관계의 성격차원에 대한 매개효과는 유의미하지 않았다. 마지막으로 본 연구의 이론적 및 실무적 함의와 추후연구의 이슈를 논의하였다.

Abstract

Recently, it has been recognized that relationship marketing can increase firm’s efficiency and profit, although there was little evidence for the success of marketing relationship in the early stages of one-to-one marketing. In the service area, a solution of relationship marketing facilitates the marketing activity of salespeople such as speedy response to customers’ needs and tailored services. Again, these marketing activities can contribute to accumulate valuable customer information and then reinforce a process of segmentation of customers. In customer-firm relationships, the role of salesperson is crucial because he or she is the primary contact point on the front-line, where the most frequent contact with customers happens. Salespeople build and maintain lasting relationships as relationship marketers, as well as function as a key information source since they knows customers’ needs, preferences and specific background information well. Thus, this study aimed to construct and test an integrated model of psychological dimensions and marketing relationship on sales performance. We hypothesized that sales performance is affected by salesperson's personality that is mediated by self-efficacy and perceived customer relationship. To test the hypotheses, 1,031 salespeople working in a life insurance company completed questionnaires, and then we obtained sales performance data a year after administering the questionnaire. Results indicated that the structural model fits to the data reasonably well (GFI= .96 RMSEA = .04; IFI = 97), and conscientiousness among the personality dimensions was mediated by self-efficacy on objective sales volumes, but not by the perceived customer relationship. Implications and future research issues of these findings are discussed.

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