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논문 기본 정보

자료유형
학술저널
저자정보
여찬구 (서강대) 최무이 (Software Policy & Research Institute) 허정 (소프트웨어정책연구소)
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한국유통경영학회 유통경영학회지 유통경영학회지 제24권 제1호
발행연도
2021.2
수록면
21 - 35 (15page)

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Purpose: The purpose of this study is to determine how the characteristics of salespeople affect sales-related behaviors, attitudes toward sales organizations, and sales performance. In other words, this study seeks to examine how salespeople's customer orientation, adaptive sales behavior, and whether or not they match their values affect opportunistic behavior, organizational attachment, and sales performance. Research design, data, and methodology: In order to determine whether the hypothesis and model of this study are appropriate, measurement items were measured using a Likert-type 5-point scale based on existing studies. The study conducted an online survey on salespersons who interact with individual consumers. A total of 326 salesperson participated in the analysis. Reliability test and confirmatory factor analysis were performed for research validity and reliability. Results: The above study confirmed the effect of salesperson's individual characteristic factors on salesperson's behavioral results, attitude results, and sales performance. Customer orientation has a negative effect on the salesperson’s opportunistic behavior but has a positive effect on organizational attachment and sales performance, as predicted. Adaptive selling behavior has a positive effect on opportunistic behavior, organizational attachment and sales performance, respectively (H2-1 Rejected). Value congruence has a positive effect only on organizational attachment, with no significant effect being shown for other factors. Implications: This study provides a theoretical implication on the performance of various aspects of the organization by deriving the individual characteristics of salespeople that can be expressed at the point of sale from the marketing concept. In addition, it is of great significance in that, unlike previous studies that have identified positive effects on adaptive sales, negative effects also appear. Finally, it provides practical implications that companies need to form an organizational culture that prioritizes customer value by providing a variety of training prior to requiring individual salespeople to have customer orientation.

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