초록 열기/닫기 버튼
본 연구는 자동차 영업사원의 관계신념, 동기화된 추론, 목표지향을 독립변수로, 성과와 직무만족을 종속변수로하여 적응적 판매의 매개효과에 대해 연구하였다. 본 연구를 통해 자동차를 판매하는 조직원과 기업이 효과적으로성과를 창출하고, 직무 만족을 느낄 수 있는 요인을 분석하고, 실무적 시사점을 제시하고자 한다. 본 연구에서 나타난 연구의 결과는 다음과 같다. 첫째, 영업사원의 적응적 판매는 직무만족과 성과에긍정적인 영향을 미치는 것으로 나타났다. 둘째, 세 가지 독립변수 중 하나인 관계신념은 적응적 판매에 영향을미치지 못하는 것으로 확인되었다. 관계신념과 적응적 판매의 관계에 대한 연구가 부족한 실정임을감안하더라도, 이러한 결과는 기존의 연구들과 다른 시사점을 제공한다. 셋째, 나머지 독립변수인 동기화된추론과 목표지향은 적응적 판매에 긍정적인 영향이 있는 것으로 밝혀졌다. 본 연구를 통해 관계신념, 동기화된 추론, 목표지향 세 가지 요인을 독립변수로 설정하여 이에 대한 결과값을 도출하였다. 선행 연구들을 살펴보면, 본 연구에서 독립변수로 설정한 세 가지 요인 중 한 개 변수 혹은주 개 변수를 기준으로 적응적 판매와의 관계를 규명하고자 한 선행 연구들은 존재하지만, 세 가지 모두를독립변수로 설정, 적응적 판매에 영향을 미치는지, 그리고 다시 적응적 판매가 성과 및 직무만족과 어떠한관계를 갖는지에 대한 연구는 존재하지 않았다. 본 연구는 급변하는 마케팅 환경에서 자동차 영업사원의 적응적 판매가 직무성과 및 만족에 미치는 영향에대해 살펴보고, 1) 관계신념, 동기화된 추론, 목표지향이 적응적 판매에 미치는 영향 2) 적응적 판매와 직무성과, 만족 간의 관계에 대해 살펴봄으로써 자동차 영업사원의 적응적 판매가 선행요인 및 결과와 어떠한 관계를갖는지 규명하는데 도움을 주었다고 할 수 있다.
Salespeople who want to have good sales performance need to set sales strategies which comprehensively consider the customer's context and needs. Based on these strategies, they propose effective alternatives and react rapidly during negotiations, so the probability of getting the sale is high. Successful salespeople also have been found to have certain traits and behaviors such as confidence, competitiveness, aptitude, relationship-oriented communication skills, customer orientation, adaptive selling, etc., which mainly affect their performance. Adaptive selling is deeply related to behaviors in satisfying customer needs, which in turn affects the ability to maintain good relationships. Therefore, adaptive selling is the foundation to understanding sales' context, and its importance is becoming more recognized. This research has studied the mediated effect of adaptive selling on performance and job satisfaction using car salespeople’s relationship belief, motivated reasoning, and goal orientation as independent variables. Looking for implications, we analyzed factors for increasing salespeople's performance effectively and enhancing job satisfaction and discussed the implications and gave some proposals to help increase performance and job satisfaction. The results of this research are as follows: First, it was found that adaptive selling by salespeople has a positive effect on job satisfaction and performance. This means the more salespeople apply adaptive selling to satisfy the customer's needs by using various sales strategies or manners, job satisfaction and performance are enhanced. Second, it was found that relationship belief, which is an independent variable, has no meaningful effect on adaptive selling. It is assumed this result comes from the fact that the sample consisted of only car salespeople and cars have distinct features relative to other products. Although there are not many studies about the connection between relationship belief and adaptive selling, this result is different from existing studies. Third, it was found that motivated reasoning and goal orientation have a positive effect on adaptive selling. This means sales people's interaction with customer's needs and traits and goal orientation by themselves affect adaptive selling differently. While there are some existing studies about the effects of one or two variables, which are included in the independent variables of this research model on adaptive selling, there is no study considering all three independent variables. This research shows how Adaptive selling is affected by the three independent variables and whether performance and job satisfaction are affected by adaptive selling. Due to the rapid changes in the marketing environment, this research is important in that it found the effects of adaptive selling for car salespeople and may contribute towards identifying the antecedents and results of adaptive selling by car salespeople by studying 1) connection between relationship belief, motivated reasoning, goal orientation and adaptive selling 2) effects of adaptive selling on performance and job satisfaction. This research has the following limitations: First, the sample was limited to car salespeople who sell a product that has some distinctive aspects relative to other products for example, high involvement, long product life cycle, and low purchase frequency. Second, this research included not objective facts but was a subjective survey, which could affect the result of this research. Finally, we set just three variables - relationship belief, motivated reasoning, and goal orientation - as independent variables, however, there may be other, unmeasured variables that could affect the results.
키워드열기/닫기 버튼
Adaptive Selling, Relationship Belief, Motivated Reasoning, Job Satisfaction, Goal Orientation
