초록 열기/닫기 버튼
While previous studies have examined the negative effects on sales person`s emotional labor, the studies which examined the positive effects on sales person`s emotional labor have been rarely studied. This study focuses on emotional labor strategy on sales activity of sales person. The purpose of this study is to examine the structural relationship between sales person`s goal orientation, emotional labor strategy, and adaptive selling behavior. For that purpose, the study conducted a survey among the salespeople employed in the Korean insurance company. Major research findings were as follows: First, learning orientation is positively associated with surface acting strategy and deep acting strategy, but performance orientation did not associate on surface acting strategy and deep acting strategy. Secondly, surface acting strategy did not associate on adaptive selling behavior, but deep acting strategy is positively associated with adaptive selling behavior. Based on those findings, the study provided theoretical and practical implication.
