증권사 영업사원 행동유형이 영업성과에 미치는 영향에 관한 연구 : D증권사를 중심으로 = Research on the relation between an employee's behavioral pattern and his or her performance in security firms : focused on D security corporation

다국어 초록 (Multilingual Abstract)

This research aims at finding if there is any close relation between an employee''s behavioral pattern and his or her performance in security firms. There have been numerous dissertations or reports on how an employee''s behavioral pattern affects on his or her business performance in banking industry and other financial industries. The findings from these researched have provided precious insights into the relation between an employee''s work ethics or morale and the performance, further rendering tips for the future :how the companies would be able to develop positive behavioral patters among employees and to relate such employee''s positive behavioral patters to the actual sales. By finding exactly how an employee''s specific behavioral pattern affects the sales, I would like to present an index that security firms can utilize in the future. These findings will serve as helpful tools in the job assignments and education of their employees in security firms. This research specifically aims to survey on the correlation between DiSC behavioral patterns of an security firm employee and his or her sales performance. To carry our this research, I surveyed 624 employees how have been working for more than six months at D Security Firm. With the PPS( one of the test tools I used for this research) and personal sales data of D Security Firm, I analyzed behavioral patterns of 425 employees out of 624 employees. The significant findings of this research are as follows; (All thebehavioral patterns or modes that are mentioned here are according to the classification of DiSC Behavioral Patterns) First, it has been found that employees with dominant behavioral tend to visit and meet customers more often than employees with influential behavioral mode and employees with conscientious behavioral mode. Another important finding is that the more dominant an employee''s behavioral pattern is, there is less sucess rate of deals or sales, especially in the case of phone contacts. On the other hand, employees with influential behavioral mode tend to have less success rate in the case of actual visiting and contacting customers. It is also found that employees with conscientious behavioral mode show lower rate of completing all educational courses and they even lower application ability which means they show less willingness to apply what they have learned through classes to actual cases. Thirdly, this research has found that employees with conscientio us behavioral mode show high performance(BEP achievement rate) when they take more educational programs or classes. This finding seems to require further in-depth analysis of the relation between an employee''s behavioral pattern and educational impact. The findings of this research cleary demonstrate that there is close relation between an employee''s behavioral pattern and his or her performance in security firms. Considering the fact that sales in security firms are directly affected by the behavioral patters of employee, security firms can benefit from this research in assigning their employees into various departments and evaluating the performance of each employee. With further analysis and survey, I believe this research will provide security firms with the ways to develop and implement powerful employee educational programs that might strengthen or modify one''s behavioral pattern. With the optimum educational programs on employees behavioral patterns, the security firms are to achieve what they seek- high performance in the market.

국문 초록 (Abstract)

본 연구는 고객섭외를 통하여 판매영업 활동을 하는 타 금융업종의 영업사원처럼 증권회사 영업사원의 행동스타일의 차이가 영업성과와의 영향이 있는지를 밝힘으로써, 향후 영업점 배치 및 교육에 필요한 하나의 지표를 제공하는 데 있다. 즉, 증권사 영업사원의 DiSC 행동유형과 영업성과와의 상관관계를 살펴보고, 이를 근거로 행동유형에 따른 영업성과의 차이를 실증 분석하고자 하였다. 이를 위하여 D증권사에 소속되어 있는 영업사원중 6개월이상 해당 영업점에 근무하고 있는 624명을 대상으로 PPS 진단도구를 통해 행동유형을 분류해 보고, 개인 성과관리 데이터를 활용하여 분석하였다. 이 중 425명을 대상으로 분석을 실시하였다. 본 연구를 통하여 얻어진 결과는 다음과 같다. 첫째, DiSC 행동유형에 따른 영업성과에는 유의한 차이가 있는 것으로 나타났으며, 주도형(D형)이 사교형(i형), 신중형(C형) 보다 상대적으로 방문섭외 횟수가 높은 것으로 나타났다. 둘째, DiSC 행동유형 강도에 따른 영업성과와의 관계를 살펴본 결과 주도 형(D형)의 경향이 강할수록 전화섭외를 통한 성공률이 낮았으며, 사교형(i형)의 경향이 강할수록 방문섭외 성공률이 낮은 것으로 나타났다. 신중형(C형)의 경향이 강할수록 교육이수 정도와 교육적용 정도가 낮은 것으로 나타났다. 셋째, 영업성과 하위요인인 교육이수정도와 다른 성과와의 관계를 분석한 결과 교육이수 정도와 교육적용 정도에서 성과가 낮은 신중형(C형)의 경우 교육이수 정도가 많을수록 영업성과(BEP 달성률)가 높은 것으로 나타났다. 이러한 결과는 DiSC 행동모델에서 제시하는 행동유형의 특성에 따라 영업사원의 성과에 차이가 있음을 알 수 있다. 따라서 개인의 역량에 의해 성과가 좌우되는 증권사의 영업특성을 고려할 때, 영업점 근무에 필요한 하나의 지표를 제공하여 적재적소에 인재를 배치시키는 방안과 교육훈련을 통하여 성과를 낼 수 있는 행동경향을 강화하고 보완할 수 있는 방안을 제시하고 있다. 더 나아가 교육훈련을 통하여 높은 성과가 나타나는 요인에는 무엇이 있는 지를 살펴볼 필요가 있음을 시사한다.