The Effect of Salesperson's Adaptive Selling Tactics on Shopping Value, Commitment, and Product Satisfaction - Focused on Small and Medium Enterprises’ product -
0
조회
0
다운로드
4
인용
0
참고문헌
키워드
초록
The purpose of this study is to investigate the effect of salesperson's adaptive selling tactics on consumers who purchase Small and Medium Enterprises’ product with the help of salespeople in the store. Specifically, we examine whether salesperson's adaptive selling tactics affect consumers hedonic shopping value and utilitarian shopping value. Furthermore, we try to figure out the effect of shopping value on the salesperson relationship commitment and consumer product satisfaction. The subjects of this study have surveyed the consumers with experience in purchasing SME‘s products through salespeople in the Gyeongnam area. As data process, SPSS 21.0 was used as the analysis tool and AMOS 21.0 was used to analyze the structural equation model. The implications of these findings are as follows. First, the salesperson's role has a positive effect on the consumer's product satisfaction. Second, it can be suggested that the salesperson's adaptive selling tactics are an important variable affecting the consumer's shopping value. Third, the results on the consumers who have hedonic shopping value have a strong positive influence rather than the consumers who have the utilitarian shopping value. The adaptive selling tactics of the salesperson should be encouraged to increase sales performance. In order to generate more performance in a competitive market environment, it is necessary to continuously strive to increase contact between the salesperson and the consumer in order to improve the quality of the relationship.
Abstract
The purpose of this study is to investigate the effect of salesperson's adaptive selling tactics on consumers who purchase Small and Medium Enterprises’ product with the help of salespeople in the store. Specifically, we examine whether salesperson's adaptive selling tactics affect consumers hedonic shopping value and utilitarian shopping value. Furthermore, we try to figure out the effect of shopping value on the salesperson relationship commitment and consumer product satisfaction. The subjects of this study have surveyed the consumers with experience in purchasing SME‘s products through salespeople in the Gyeongnam area. As data process, SPSS 21.0 was used as the analysis tool and AMOS 21.0 was used to analyze the structural equation model. The implications of these findings are as follows. First, the salesperson's role has a positive effect on the consumer's product satisfaction. Second, it can be suggested that the salesperson's adaptive selling tactics are an important variable affecting the consumer's shopping value. Third, the results on the consumers who have hedonic shopping value have a strong positive influence rather than the consumers who have the utilitarian shopping value. The adaptive selling tactics of the salesperson should be encouraged to increase sales performance. In order to generate more performance in a competitive market environment, it is necessary to continuously strive to increase contact between the salesperson and the consumer in order to improve the quality of the relationship.
참고문헌 (53)
- Aaker, D. A., "Measuring Brand Equity Across Products and Markets", California Management Review, 38(3), pp.102~120 (1996)
- 안진우, "고객참여의 접점만족에 미치는 영향: 참여속도와 몰입속도의 조절효과 검증", 경영과 정보연구, 38(3), pp.81~96 (2019), 대한경영정보학회[DOI]
- Anderson, E., "The use of pledges to build and sustain commitment in distribution channels", Journal of Marketing Research, 29(1), pp.18~34 (1992)
- Anderson, James C., "A Model of the Distributor's Perspective of Distributor-Manufacturer Working Relationships", Journal of Marketing, 48(4), pp.62~74 (1984)
- Babin, B. J., "Work and", or fun : Measuring hedonic and utilitarian shopping value, 1994, pp.20(4), 644~656
- Bodkin, C. D., "Adaptive behavior in selling : a discriminant analysis of the effect of situational variables", Journal of Marketing Management, 3(2), pp.25~35 (1993)
- Corporate Communications Harris Interactive, "Consumers Continue Using Online Retailers Long After Holiday Season" (2013), Harris Poll
- Cronin, J. J., "Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments", Journal of Retailing, 76(2), pp.193~218 (2000)
- Czepiel, J. A., "Service Encounters and Service Relationships : Implications for Research", Journal of Business Research, 20(1), pp.13~21 (1990)
- Dlodlo, N., "Developing an online shopping value framework for consumers of non-store fashion brands", International Business and Economics Research Journal, 13(6), pp.1359~1374 (2014)
- Fornell, C., "Structural equation models with unobservable variables and measurement error : Algebra and statistics", Journal of marketing research, 18(3), pp.382~388 (1981)
- Fornell, Claes, "Industrial Organization and Consumer Satisfaction", Dissatisfaction, 1983, pp.9(4), 403~412
- Frazier, Gary L., "Interfirm Influence Strategies and Their Application within Distribution Channels", Journal of Marketing, 48(3), pp.43~55 (1984)
- Ganesan, H., "Determinants of longterm orientation in buyer-seller relationships", Journal of Marketing, 58(2), pp.1~9 (1994)
- Gilbert A. Churchill, Jr., "The Determinants of Salesperson Performance : A Meta-Analysis", Journal of Marketing Research, 22(2), pp.103~118 (1985)
- Hair, J. F., "Multivariate data analysis : A global perspective" (2010), Pearson Education
- Homburg, Christian, "When Should the Customer Really be King? On the Optimum Level of Salesperson Customer Orientation in Sales Encounters", Journal of Marketing, 75(2), pp.55~74 (2011)
- 장병주, "Effects of Communication Styles of Convention Service Providers on Relationship Commitment and Switching Intention: Based on the Users of Korean Convention Centers", 관광레저연구, 29(1), pp.373~390 (2017), (사)한국관광레저학회
- Jones, M. A., "Hedonic and utilitarian shopping value : Investigating differential effects on retail outcomes", Journal of Business Research, 59(9), pp.974~981 (2006)
- 강경완, "The Effect of Airline Service Quality on Value, Commitment and Loyalty", Journal of The Korean Data Analysis Society, 20(5), pp.2249~2261 (2018), 한국자료분석학회[DOI]
- 김현경, "고객 만족과 결속이 재구매 의도에 미치는 영향- 인터넷 쇼핑을 중심으로 -", 유통경영학회지, 10(2), pp.81~102 (2007), 한국유통경영학회[DOI]
- 김상희, "판매원의 대인애착성향과 관계신념, 적응적 판매와의 관계에 관한 연구", 마케팅연구, 22(2), pp.135~176 (2007), 한국마케팅학회
- 김송이, "기혼여성의 윤리적 제품의 구매동기와 만족도에 관한 연구", 소비문화연구, 14(4), pp.95~117 (2011), 한국소비문화학회[DOI]
- Kohsuwan, P., "Focal determinants of service fairness and service recovery satisfaction in cloud computing", AU-GSB e-Journal, 6(1), pp.12~20 (2013)
- 이항, "영업사원의 긍정 탐색 수용도와 감정노동이 적응적 판매행동 및 고객만족에 미치는 영향", 디지털융복합연구, 16(8), pp.151~159 (2018), 한국디지털정책학회[DOI]
- 이경미, "판매행동이 고객신뢰와 영업성과에 미치는 영향", 마케팅논집(Journal of Marketing Studies), 24(4), pp.1~27 (2016), 한국전략마케팅학회[DOI]
- 이성구, "Effect of Service Encounter Factors on Customer Satisfaction, Re-use Intention, and Word-of-mouth Effect: Focused on Small Parcel Delivery Man’s Performance", Journal of The Korean Data Analysis Society, 16(3), pp.1227~1240 (2014), 한국자료분석학회
- 이용찬, "중소기업 제품 판매원의 역할스트레스가 직무열의와 적응판매에 미치는 영향: 기업가정신과 창의성 조절효과를 중심으로", 중소기업연구, 38(2), pp.1~24 (2016), 한국중소기업학회
- Meyer, J. P., "Commitment in the Workplace : Toward a general model", Human Resource Management Review, 11(3), pp.299~326 (2001)
- Micheals, R. E., "Sellers and buyers on the boundary : potential moderators of role stress – job outcome relationships", Journal of the Academy of Marketing Science, 22(1), pp.62~73 (1994)
- Mitra, A., "Fundamentals of Quality Control and Improvement Amitava Mitra" (2016), John Wiley and Sons
- Moorman, C., "Relationships between Providers and Users of Market Research : The Dynamics of Trust within and between Organizations", Journal of marketing Research, 29(3), pp.314~ (1992)
- Morgan, R. M., "The Commitment Trust Theory of Relationship Marketing", Journal of Marketing, 58(3), pp.20~38 (1994)
- 오미옥, "친환경 비주얼 머천다이징(VMD)이 친환경 소비행동에 미치는 영향", Journal of The Korean Data Analysis Society, 20(5), pp.2519~2532 (2018), 한국자료분석학회[DOI]
- Oliver, R. I., "A cognitive Model of The Antecedent and Consequences of Satisfaction Decision", Journal of Marketing Research, 17(4), pp.460~469 (1980)
- Park, Byeonghwa, "서비스품질, 관계품질, 재이용 및 추천의도의 구조적 관계 - 의료서비스 이용 고객을 대상으로 -", 경영과 정보연구, 35(5), pp.209~223 (2016), 대한경영정보학회[DOI]
- 박은숙, "컨벤션센터의 서비스지향성이 관계결속 및 행동의도에 미치는 영향연구 -킨텍스(KINTEX)를 중심으로-", MICE관광연구, 14(2), pp.7~24 (2014), 한국마이스관광학회
- 박진수, "웹 광고메일이 제공한 실용적 가치와 쾌락적 가치가 오픈마켓 기업의 충성도에 미치는 영향력", Journal of The Korean Data Analysis Society, 20(1), pp.203~215 (2018), 한국자료분석학회[DOI]
- Porter, S. S., "The Moderating Effect of Selling Situation on the Adaptive Selling Strategy-Selling Effectiveness Relationship", Journal of Business Research, 56(4), pp.275~281 (2003)
- 이영주, "구매대행 인터넷 쇼핑몰에서의 가격지각, 배송시스템 및 구매만족도의 관계 연구", 디지털디자인학연구, 17(2), pp.1~12 (2017), 한국디지털디자인학회
- Richard G. McFarland, "Influence Tactics for Effective Adaptive Selling", Journal of Marketing, 70(4), pp.103~117 (2006)
- Richard G. McFarland, "Influence Tactics for Effective Adaptive Selling", Journal of Marketing, 70(4), pp.103~117 (2006)
- Román, Sergio, "Antecedents and Consequences of Adaptive Selling Confidence and Behavior : A Dyadic Analysis of Salespeople and their Customers", Journal of the Academy of Marketing Science, 38(3), pp.363~382 (2010)
- Schriesheim C. A., "Influence tactics used by subordinates: A theoretical and empirical analysis and refinement of the Kipnis, Schmidt, and Wilkinson subscales", Journal of Applied Psychology, 75, pp.246~257 (1990)
- 서문식, "고객경험이 매장 내 체류의도에 미치는 영향에 관한 연구 －자기해석수준의 조절효과를 중심으로－", 경영과 정보연구, 38(3), pp.211~225 (2019), 대한경영정보학회[DOI]
- Venkatesh, R., "Influence Strategies in Buying Centers", Journal of Marketing, 59(3), pp.71~82 (1995)
- Weitz, Barton A, "Adaptive selling : Conceptualization, Measurement and Nomological validity", Journal of marketing Research, 27(1), pp.61~69 (1990)
- Weitz, Barton A., "Knowledge, Motivation, and Adaptive Behavior : A Framework for Improving Selling Effectiveness", Journal of Marketing, 50(4), pp.174~119 (1986)
- Westbrook, R., "Value-percept disparity: an alternative to the disconfirmation of expectations theory of consumer satisfaction", Advances in Consumer Research, Association for Consumer Research, pp.256~261 (1983)
- Wong, Y. T., "Shopping motives, store attributes and shopping enjoyment among Malaysian youth", Journal of Retailing and Consumer Services, 19(2), pp.240~248 (2012)
- Yi You Jae, "A Theoretical Examination of Customer Satisfaction Research : Findings and Outlook", Journal of Consumer Studies, 11(2), pp.139~166 (2000)
- Yukl, Gary, "Consequences of Influence Tactics Used with Subordinates, Peers, and the Boss", Journal of Applied Psychology, 77(4), pp.525~535 (1992)
- Yuksel, A., "Shopping risk perceptions : Effects on tourists'emotions, satisfaction and expressed loyalty intentions", Tourism Management, 28(3), pp.703~707 (2007)