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자동차 영업사원의 적응적 판매행위가 영업성과에 미치는 영향에 관한 연구
정지선(Jisun Jung),전중옥(Jungok Jeon),이은미(Eunmi Lee),서정환(Jeonghoan Seo) 한국인터넷전자상거래학회 2011 인터넷전자상거래연구 Vol.11 No.2
This study helps to understand the performance of salesperson's adaptive selling in the automobile business. The major objective of this study is to examine the relationship of salesperson's adaptive selling and performance, and to find the moderation role of CRM practice. Data were collected from 151 salespersons who are related to automobile sales. The data via intercept survey were based on self administered questionaries. Frequency, Cronbach' α and path analysis were used as statistical test tool. Additionally, SPSS 12.0 were used for hierarchical regression analysis to find out the effect of the moderator. The results of the analysis largely supports the hypothesized framework and the major findings of this study are summarized as follows: First, H1 proposed that salesperson's adaptive selling would affect performance positively. The results found that salesperson's adaptive selling was directly related to performance, and thus, H1 was supported. Second, H2 proposed that CRM practice would moderate the relationship of salesperson's adaptive selling and performance. The results showed that when salesperson's adaptive selling affected performance positively, CRM practice was more effective. In conclusion, it can be posited that salesperson's adaptive selling and CRM practice are both important factors for performance in the increasingly competitive automobile business.
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