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지각된 윤리적 판매행동이 고객만족, 고객신뢰, 고객충성도에 미치는 영향에 관한 연구

The Impacts of Perceived Ethical Sales Behavior on Customer Satisfaction, Customer Trust and Customer Loyalty

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대한경영정보학회 (Daehan Academy Of Management Information Systems)|2010.03|경영과 정보연구 (Management & Information Systems Review)|제29권 제1호|pp. 145-176|DOI 10.29214/damis.2010.29.1.007

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참고문헌

키워드

고객만족고객신뢰고객충성도customer satisfactioncustomer loyaltycustomer trust지각된 윤리적 판매행동ethical sales behaviour
주제분류경영학

초록

서비스 기업의 경우 판매원들은 고객접점에서 활동을 하기 때문에 회사를 대표하는 역할을 수행할 뿐만 아니라 고객의 만족이나 신뢰를 형성하여 장기적인 판매와 수익창출에도 매우 큰 영향을 미친다고 할 수 있다. 판매원들의 판매행위는 다른 직종의 종업원들과 달리 업무의 성격상 많은 윤리적인 문제점을 내포하고 있다. 예를 들면, 단기적인 판매실적이나 수익을 높이기 위해서 고객들에게 강압적인 판매행위를 하는 경우, 제품이나 서비스의 기능이나 성과에 대한 과장을 하는 경우, 심지어는 경쟁업체의 기업이나 제품에 관해서 거짓말을 하는 경우 등의 비윤리적인 행위를 할 수도 있다. 이러한 판매원들이 수행하는 업무의 특성상 고객과의 윤리적인 문제가 발생할 가능성이 높기 때문에 이와 관련된 연구에 대한 관심도 매우 증가하고 있다. 따라서 본 연구는 고객의 지각된 판매원의 윤리적 행동이 고객만족, 고객신뢰, 고객충성도에 미치는 영향관계에 대해 초점을 두고 있다. 보험서비스 기업들을 대상으로 실증적인 연구를 한 결과, 지각된 윤리적 판매행동이 고객만족, 고객신뢰, 고객충성도 등에 직․간접적으로 영향을 미치는 것으로 나타났다. 이런 결과를 바탕으로 지각된 윤리적 판매행동은 구매자와 판매자 관계를 유지하고 발전하는데 중요한 영향을 미치기 때문에, 기업의 마케팅 관리자들은 판매원들이 윤리적 상황을 인식하고 적절한 윤리적 반응을 할 수 있도록 회사의 윤리강령의 실천과 윤리교육을 강조하는 판매훈련 프로그램을 개발하는데 노력해야 할 것이다. 그리고 판매원들이 윤리적 판매행동을 할 수 있는 동기부여와 적절한 보상시스템을 개발해야 하지만, 판매원들의 윤리적인 위반사례가 발생한 경우에 위반자에게는 적절한 징계조치를 취하면서 윤리적 판매행위의 중요성을 강조해야 할 것이다.

Abstract

In most service organization, salespeople are the most visible representatives of the company. Salespeople are exposed to greater ethical pressures than individuals in many other jobs. In this context, the salesperson's ethical behaviour can play a critical role in the formation and maintenance of long-term buyer-seller relationships. Moreover, it can even generate liability problems for salespeople's organizations through both intentional and inadvertent statements. The purpose of this research focuses on the analysis of the role of ethical sales behaviour, as perceived by customer, in developing and maintaining relationship between the salesperson and the customer. Thus this study examines the relationship among perceived ethical sales behaviour, customer satisfaction, customer trust, and customer loyalty. The results of empirical analysis can be summarized by the following: First, perceived ethical sales behaviour had a significant direct effect on customer satisfaction, customer trust and customer loyalty. Second, customer satisfaction had a positive effect customer trust and customer loyalty. Third, perceived ethical sales behaviour had a significant indirect effect on customer loyalty through customer satisfaction and customer trust. Therefore, These finding will spawn both academic and practitioner interest in the salesperson's ethical sales behaviour and serve as a foundation for further research in this important area.

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