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서비스접점에서 고객의 상황에 따른 판매원의 설득전략

The Seller’s Influence Tactics in Service Encounter according to Customer’s Situations

김상희|유애리
한국소비자학회 (Korean Society Of Consumer Studies)|2012.12|소비자학연구 (Journal of Consumer Studies)|제23권 제4호|pp. 45-78

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참고문헌

키워드

신뢰truth수용의도time pressure시간압박쇼핑동기판매설득전술적응적 판매psychological reactanceshopping motivationacceptance intention심리적 저항감adaptive sellingseller’s influence tactics
주제분류경제학

초록

본 연구는 서비스접점에서 고객의 상황적 요소를 고려한 판매원의 설득전략에 대한 고찰을 통해 설득전략이 고객의 반응에 미치는 영향을 살펴보고자 한다. 고객의 상황에 따른 판매의 적용은 지금까지 적응적 판매(adaptive selling)로 연구되어져 왔으며 주로 구매절차, 거래조건, 그리고 판매성과 등에 초점이 맞추어져 왔다. 그러나 실제 현장에서 고객의 상황을 고려한 효과적인 적응적 판매에 관해서는 간과되어져 왔으며 고객이 어떤 태도를 취하는지, 그리고 그 이유가 무엇인지, 이에 따라 어떠한 판매설득 전술을 선택해야 하는지에 대한 구체적인 접근이 부족하였다. 따라서 본 연구는 판매원과 고객이 만나는 서비스접점에서 판매원의 적응적 판매에 관한 보다 구체적인 전술을 제시하고자 하며 특히 고객 상황을 고려한 판매원의 설득전술을 제시하고자 한다. 이를 통해 서비스접점에서 고객의 상황에 따른 판매원의 설득전술이 고객의 심리적 저항감을 감소시키고 판매원에 대한 고객의 신뢰를 증대시켜 고객의 수용의도를 높일 수 있는지에 대해 고찰하고자 한다. 연구결과 실용적 동기가 높은 고객들에게는 정보제공전술, 고객환심사기전술, 그리고 감성자극전술이 긍정적 전술로 나타났으며, 손실언급전술은 부정적 전술로 나타났다. 반면 쾌락적 동기가 높은 고객들에게는 감성자극전술이 긍정적 전술로 제안설득전술과 약속전술이 부정적 전술로 나타났다. 또한 시간압박을 높게 느끼는 고객들에게는 정보제공전술과 감성자극전술이 긍정적 전술로, 손실언급전술과 제안설득전술이 부정적 전술로 나타났고 시간압박을 낮게 느끼는 고객들에게는 제안설득전술과 감성자극전술이 긍정적 전술로, 손실언급전술이 부정적 전술로 제시되었다. 결과적으로 고객의 상황적 요소인 쇼핑동기와 시간압박에 따라 고객들은 같은 설득전술에도 서로 다른 반응을 보이는 것으로 나타났다. 마지막으로 판매원에 대한 신뢰가 높은 고객은 판매원의 제안을 수용하려는 의도가 높은 것으로 나타났다.

Abstract

This paper discusses the Seller’s Influence Tactics in the service encounter with due regard to customer’s situational factors. Several studies have been made on Adaptive Selling by situational factors. Nowadays sales person plays an important role which can lead corporate image and customer's behavior in service encounter. However, prior researches focused on the purchase process, conditions of business, and sales performance, there is little attention on how sales person uses influence tactics in the selling field. The dyadic view of adaptive selling study between a service provider and a customer is an important determinant of the customer's positive attitude and behavior. However, most studies of adaptive selling have been focused on the side of sales person. Also, researches which concerned with customer needs are still in the superficial stage such as lifestyle, income, and education. And there seems to be little effort to discuss situational factors in the service encounter between customer and sales person. That is to say, the guideline of seller’s influence tactic with considering that what is customer attitude and what is the reason of response has provoked attention. So in this article, I would like to explore specific influence tactics for adaptive selling in the service encounter by customer’s situational factors such as shopping motivation and time pressure. Thus it conducted experiments to verify the effects of seller's influence tactic, the differential effects by customer's situation. One of the recent interest in service area is the increased importance of the person to person encounter such as interaction between buyer and seller for the successive result of marketing. Also this study investigates the impact that positive and negative response of customer by seller's influence tactics give acceptance intention to seller's proposal. The following results were obtained. First, when customer has high utilitarian shopping motivation, the positive influence tactics are information exchange, ingratiation, and inspirational appeals. However loss mention has negative influence to customer who has utilitarian shopping motivation. Second, when customer has high hedonic shopping motivation, the positive influence tactic is inspirational appeals, and the negative influence tactics are recommendation and loss mention. Third, customer who feels high time pressure during shopping can be positive affected by information exchange and inspirational appeals. One the contrary loss mention and recommendation are negative influence tactics. Fourth, customer who feels low time pressure during shopping can be positive affected by recommendation and inspirational appeals, and can be negative affected by loss mention. As it turned out, the customer’s response can be different by shopping motivation and time pressure as customer’s situational factor, even if sales person use same influence tactics. Fifth, customer who shows high level truth to sales person has higher intention to accept sales person's proposal. Lastly, customer who has negative psychological reactance to sales person's influence tactics does not have significant effect to accept sales person's proposal. This study provides several implications for adaptive selling in service encounter. First, this paper documents seller's influence tactics according to customer's situations in the B2C. It gives different view of adaptive selling between sales person and customer. Second, it mentions that the shopping motivation and time for shopping, which sellers can easily capture in service encounter from customer. This two situational factors can be generalized seller's influence tactics in service field to different customer. In the next, it discuss negative response such as psychological reactance but also positive response as truth for influence tactics. Normally, the influence tactics use to lead customer's positive response. However irrelevant influence tactics can make a perverse disposition from customers. Lastly, it will provide useful information for managers and companies when they set a guideline of employee training and recruiting programs. From this paper, it brings different results to similar influence tactics by customer's situation. The company have to recruit suitable person for the right man in the right place, because the ability of sales person to identify customer's situation is important. Also they need to develop training and recruiting programs to coincide with the change such as service diversification and complication. For all that, this results have been limited in some ways. Firstly, it analyzed data from students who have similar pattern in their groups, so we need to spread throughout various customer samples for the future research. And then it is hard to look back their shopping experience and seller's influence tactics accurately when they answered questionnaires. In the future research, the study develop way to check customer's recollection more easily with dyadic view between sales person and customer. Lastly, for further study, it is hope that will find other situational factors which can lead differentiations from customers and diverse customer's responses.

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