우리나라 영업사원의 관계 유형과 신뢰가 영업사원의 성과에 미치는 영향에 관한 실증 분석 = An Empirical Study of the Effects of Korean Salesperson Relationship Types and Trust on Performance

다국어 초록 (Multilingual Abstract)

Today, with the fierce competition, the importance of effective sales capabilities in differentiated core competencies has been more emphasized. Businesses are getting through strengthened sales capabilities and generate sustainable performance over this very important relationships with existing customers. In this situation, important effective selling behaviors are adaptive selling behavior and relationship-oriented selling behavior in this respect. Adaptive selling behavior has been a lot of studies by the Weits and his colleagues in the 1990s. After that, it has been a lot of studies on customer-oriented selling behavior and relationship-oriented selling behavior in the 2000s.
In the previous qualitative study, we investigated the propensity, contents, and types of relation-oriented sales, which are representative behaviors of effective sales. An empirical study was conducted on the relationship between two types of relationships and outcome factors found in previous qualitative studies. As a result of an empirical study targeting salespeople engaged in auto finance sales, it was found that the two types of relationships have different effects on the performances of the corporate perspectives. There are not many studies on effective selling behavior in Korea, and in particular, studies on the definition and characteristics of relation-oriented sales are very insufficient. In this respect, the results of this study provide a more in-depth understanding of relationship-oriented sales and, in particular, provide academic and practical implications for the expected outcomes of relationships.

국문 초록 (Abstract)

기업의 차별적인 경쟁우위 요소로써 마케팅과 함께 효과적인 영업의 중요성이 더욱 부각되고 있다. 기업은 영업역량을 통해 기존 고객과의 관계를 더욱 강화하고 이를 통한 지속적인 성과 창출이 매우 중요해지고 있다. 이러한 관점에서 중요한 효과적인 영업행위가 적응적 영업행위와 관계지향적인 영업이다. 적응적 영업행위는 90년대에 Weits와 그의 동료들에 의해서 연구가 많이 되었고, 2000년대에 이르러 고객지향적인 영업과 관계지향적인 영업에 관한 연구가 매우 활발하게 진행되어져 왔다. 이전의 정성적인 연구에서 효과적 영업의 대표적인 행동인 관계지향적 영업에 관한 성향과 내용 및 유형에 대해서 알아보았다. 이를 바탕으로 본 연구에서는 이전 정성적 연구에서 찾은 관계의 두 가지 유형과 결과요인들의 관계에 대해서 실증적인 연구를 하였다. 자동차 금융 영업을 하는 영업사원들을 대상으로 하는 실증 연구결과 두 가지 유형의 관계가 기업관점의 성과에 다른 영향을 미치는 것으로 나타났다. 우리나라에서는 효과적인 영업행위에 관한 연구가 많지 않고 특히 관계 지향적 영업의 연구는 정의 및 특성에 대한 연구가 매우 부족하다. 이런 점에서 본 연구의 결과는 관계 지향적 영업에 대한 보다 깊이 있는 이해를 제공하고 특히 관계에 대한 기대성과에 관한 학문적 시사점과 실무적 시사점을 제시하고 있다.

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