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코칭의 이론적 모형과 효과에 관한 연구 : 동기와 능력의 조절효과 중심으로

Conceptualizing Sales Manager's Coaching and its Effect - Moderating effect of Salesperson’s motivation and ability

나운봉|박성영|김상범
한국소비문화학회|2010.09|소비문화연구 (Journal of Consumption Culture)|제13권 제3호|pp. 1-30|DOI 10.17053/jcc.2010.13.3.001

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참고문헌

키워드

피드백(feedback)조직몰입(organizational commitment)신뢰(trust)성과(performance)동기(motivation)코칭(coaching)역할모델(role model)역할지각(role perception)능력(competence)

초록

오늘날 기업의 관리자들은 조직 구성원 개개인의 잠재능력을 육성함으로써 조직의 성과에 기여할 수 있도록 지원하는 역할과 능력이 중요시되고 있다. 이러한 측면에서 최근 국내에서도 조직 구성원을 지원, 육성하는 관리자의 코칭(Coaching)에 대한 관심이 고조되고 기업 현장에서의 실무적 도입도 활발하다. 따라서 국내 기업 환경에 맞는 관리자의 코칭에 대한 이론적 모형을 정립하고, 이러한 코칭이 조직성과에 미치는 영향관계를 찾아내는 것은 학문적으로나 실무적으로나 매우 유용한 일이다. 이를 근거로 본 연구는 먼저, 관리자의 코칭과 관련된 내재적인 구성요소를 찾아내고, 이러한 코칭이 영향을 미치는 성과요인들을 찾아 정의하여 코칭과 조직성과의 영향관계에 대해 보다 최적화되고 정교화된 이론적 모형을 정립하였다. 다음으로, 정립된 이론적 모형을 기반으로 국내 판매 전문 기업의 판매원들을 대상으로 실증적조사를 통해 이론적 모형의 타당성을 검증하였다. 본 연구의 결과로 판매관리자의 코칭은 내재적 변인으로 피드백, 역할모델, 신뢰의 3요소로 구성되어 있으며,판매관리자의 코칭이 일차적으로는 판매원의 조직몰입과 역할지각에 영향을 미치고, 이를 매개로 최종결과변인인 조직성과에 긍정적인 영향을 미치는 것을 밝혔다. 또한 코칭의 일차적인 효과인 조직몰입과 역할지각이 조직성과에 미치는 영향 관계에 있어 판매원의 개인적 특성인 동기와 능력이 부분적으로 조절효과가 있음을 밝혀 내었다. 본 연구는 판매관리자의 코칭이 판매원 성과에 중요한 영향을 미치는 요인임을 밝힘으로써 조직의 목표 달성을 위해 관리자가 가져야할 중요한 역할과 능력임을 알아낸 데 의의가 있다. 또한 판매원의 동기와 능력이 성과에 영향을 미치는 주요 변수가 될 수 있다는 것을 밝힘으로써 판매관리에 있어서 판매관리자의 코칭역량에 대한 필요성과 더불어 판매원의 동기 및 능력 향상의 필요성에 대한 중요한 시사점을 제시하였다.

Abstract

Today corporate managers make diverse efforts to cultivate individual organizational members for the sake of maximum corporate performance. Taking that perspective, this study set out to identify the factors to affect the performance of salespeople and investigate the influential relations between sales managers’coaching activities for salespeople and their performance. The specific goals of the study were as follows: first, it was to examine the constituents of sales managers’ coaching and then investigate the influences of their coaching behavior on the performance of salespeople through organizational commitment and role perception. It also aimed at analyzing the moderating effects of motivation and competence, which are some of salespeople's individual characteristics, on the influences of organizational commitment and role perception on performance. To test the hypotheses, 160questionnaires were collected from the salespeople working for Korea’s sales companies and put to the test with SPSS 17.0 and AMOS 7.0. The analysis results show that the sales managers’ coaching had positive impacts on the organizational commitment and role perception of the salespeople, which in turn had positive impacts on their performance. In addition, the salespeople’s motivation had moderating effects on the influences of organizational commitment on performance, and their competence did on the influences of role perception on performance. The significance of the study can be found in that it empirically examined the influences of sales managers’ coaching on the performance of salespeople through role perception and organizational commitment, that it proved that coaching is a factor to have important impacts on the performance of salespeople by empirically analyzing the moderating effects of motivation and competence on the influences of organizational commitment and role perception on performance, and that it showed coaching is one of the critical abilities for a sales manager. The study also provides crucial implications for the need of a sales manager’s coaching capability in sales management and the need of a salesperson’s improvement of motivation and competence by proving that a salesperson's motivation and competence are major variables to affect performance.

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