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행복한 영업사원은 성과가 더 높은가? : 창의적 판매행동과 고객지향성의 매개효과를 중심으로

Do Happy Salespersons Show Higher Performance? : The Mediating Effect of Creative Selling Behavior and Customer Orientation

김준환|이현응
한국전략마케팅학회 (Korean Strategic Marketing Association)|2017.06|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제25권 제2호|pp. 187-202|DOI http://dx.doi.org/10.21191/jms.25.2.09

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키워드

Service Quality행복서비스품질고객지향성Customer OrientationHappiness창의적 판매행동Creative Selling Behavior

초록

영업사원의 심리적 자원은 다양한 고객과 직접적으로 대면하여 제품의 가치를 전달해야 하고, 판매 성과와 직결될 것으로 예상되기 때문에 영업사원의 행복감과 성과 간의 관계에 대한 실증적증거가 요구된다. 본 연구는 국내에서 자동차 영업을 하고 있는 3개 회사를 선정하여 113명의 영업사원들과 해당 영업사원으로부터 서비스를 제공받은 고객 226명을 대상으로 설문조사를 실시하여 분석하였다. 연구결과, 첫째, 행복감은 창의적 판매행동에 정적인 영향을 미치는 것으로 나타났고, 창의적 판매행동은 고객지향성과 정적인 관계를 가지는 것으로 나타났으나 서비스 품질과는 유의한 관계가 나타나지 않았다. 둘째, 고객지향성은 서비스 품질에 정적인 영향을 미치는 것으로 나타났다. 셋째, 부트스트래핑 분석을 통하여 매개효과를 검증한 결과, 창의적 판매행동은영업사원의 행복감과 고객지향성 간의 관계를 유의하게 매개효과가 나타났으며, 고객지향성은 창의적 판매행동과 서비스 품질 간의 관계를 유의하게 매개역할 하였다. 본 연구의 결론에는 행복감과 창의적 판매행동의 개념을 접목시켜 분석함으로써 이론적ㆍ실무적 시사점을 제공하고 있다.

Abstract

The psychological resources of salespersons who are expected to directly communicate with various customers are expected to be connected with their sales performance. Therefore, empirical evidence is required for examining the relationship between salespersons' happiness and performance. In this study, we surveyed 226 customers who received service from 113 salespeople from three automobile companies operating in Korea. The results of this study show that happiness had a positive effect on creative selling behavior, and creative selling behavior had a positive relationship with customer orientation, but not with service quality. Also, customer orientation was positively related to service quality. A series of bootstrapping analyses revealed that creative selling behavior significantly mediated the relationship between salespersons' happiness and customer orientation, and customer orientation significantly mediated the relationship between creative selling behavior and service quality. This study provides theoretical and practical implications by integrating the concepts of happiness and creative selling behavior.

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