KCI등재
판매원의 서비스 지향성이 직무열의, 창의성, 판매방식에 미치는 영향:과업 및 관계갈등의 조절 효과 = The Effect of Salesperson's Service Orientation on Work Engagement, Creativity, and Sales Method: The Moderating Effect of Task and Relationship Conflict
저자
발행기관
학술지명
권호사항
발행연도
2023
작성언어
Korean
주제어
등재정보
KCI등재
자료형태
학술저널
수록면
1-23(23쪽)
제공처
Purpose: In addition to the individual competencies of employees, organizational support of companies is an important factor directly related to performance in terms of resource standards. In particular, unlike ordinary employees, salespeople play a role in determining a company's competitive advantage at the point of contact with customers and determine the success or failure of a company, so their capabilities and actions are more important.
Therefore, this study attempts to empirically verify the relationship between the competencies and behavioral variables of salespeople and the moderating effect of internal conflicts within the organization.
Research design, data, and methodology: To verify the hypothesis, a survey was conducted on 404 salespeople at 200 stores in five department stores in Seoul. For statistics, smart-PLS 4.0 and spss 22 were used to verify the reliability, validity, and hypothesis.
Rerults: As a result, it was found that the relationship between service orientation, work engagement, creativity, and sales method (adaptation and cross-selling) had a positive effect. And in the relationship between service orientation and work engagement, task conflict was found to weaken the relationship between the two variables, but relationship conflict was found to strengthen the relationship between the two variables.
The results related to this relationship conflict are different from most previous studies, and it can be interpreted that the relationship conflict between salespeople leads to a competitive situation and is more engagement about the work.
The results of this study suggest the following parts. First, in order for an organization to generate results, it is necessary to develop policies and procedures to ensure that customer-centered thinking continues for salespeople at service points, and employees will be able to promote service-oriented behavior toward customers through learning and voluntary development. Second, it was confirmed that when salespeople have a strong service orientation, they tend to immerse themselves and devote themselves to their work with considerable enthusiasm, and that this trend can express creative thoughts and actions related to work. In the end, at the service interface, voluntary efforts by salespeople to change their sales behavior or sell additional products to suit the customer's needs and circumstances should be based on creativity. As many previous studies show, these adaptive and cross-selling behaviors affect corporate performance, so it is necessary to systematically support education programs and self-development systems to promote employee creativity, which is the basis for taking this sales behavior. Third, conflict always exists within the organization, and in previous studies, task conflict generally has a negative effect on organizational outcome variables. In particular, it was said that task conflict can lead to negative results in an environment where daily tasks are performed. As can be seen from the results of this study, task conflict among salespeople performing daily tasks such as department stores reduces work engagement expressed in service-oriented employees. Therefore, the manager of the organization should grasp the work environment and find ways to lower the task stress on employees accordingly. Fourth, in addition to task conflict, this study verified the effect of controlling relationship conflict. As a result, unlike the negative effect on the organizational outcome variable according to previous studies, it was found to increase the work engagement expressed in service-oriented employees. This can be seen as the result of a competitive situation in which employees with high service orientation are more immersed in their duties when friction and conflict between each other exist, and using this situation to encourage or promote conflict among employees can have another negative result. Therefore, managers should judge comprehensively ...
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