영업사원의 잡 크래프팅과 적응적 판매행동이직무만족 및 영업성과에 미치는 영향
Effects of Salespersons' Job Crafting and Adaptive Selling Behavior on Job Satisfaction and Sales Performance
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초록
본 연구의 목적은 영업사원의 잡 크래프팅과 적응적 판매행동이 직무만족과 영업성과에 미치는 영향을 분석하는 데 있다. 이를 위해 자동차 영업사원을 대상으로 설문조사를 실시하였으며, 최종적으로 261명으로부터 자료를 수집하고 구조방정식모형(SEM)을 사용하였다. 분석 결과, 영업사원의 잡 크래프팅은 적응적 판매행동에 정(+)적인 영향을 미치는 것으로 나타났으며, 또한 적응적 판매행동은 직무만족 및 영업성과에 정(+)적인 영향을 미치는 것으로 나타났다. 직무만족은 영업성과에 유의미하지 않게 나타났다. 적응적 판매행동은 잡 크래프팅과 직무만족 및 영업성과 간의 관계를 매개하는 것으로 나타났으며, 영업사원의 정서지능 정도에 따라 조절되는 결과가 확인되었다. 본 연구 결과는 영업사원의 잡 크래프팅을 통한 직무설계와 정서지능을 향상시키는 방안을 수립하고 실행함으로써 직무만족 수준과 영업성과를 향상시킬 수 있음을 함의하고 있다. 이외에 적응적 판매행동의 역량 제고를 위한 교육과 훈련이 지속적으로 요구됨을 시사하고 있다.
Abstract
The purpose of this study is to analyze the effects of job crafting and adaptive selling behavior on job satisfaction and sales performance. To do this, we conducted a survey of the automotive salespeople, finally, collected data from 261 people and analyzed the relationship between the variables using the Structural Equation Modeling (SEM). As a result, it was found that job crafting of salespeople had a positive effect on adaptive selling behavior, in addition, adaptive selling behavior had a statistically significant effect on job satisfaction and sales performance. Job satisfaction had not a significant negative relationship with sales performance. Finally, adaptive selling behavior were found to mediate the relationship between job crafting, job satisfaction and sales performance, and the results were adjusted according to the level of emotional intelligence of salespeople. The result of this study implicate that improve the level of job satisfaction and sales performance as establish and implement measure to enhance job design and emotional intelligence through job crafting of salespeople. In addition, it suggests that education and training are needed constantly to enhance the competence of adaptive selling behavior.
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