판매원의 감정부조화와 심리적,행동적 반응의 관계 = 감정지능과 사회적 지원의 조절효과를 중심으로

다국어 초록 (Multilingual Abstract)

This research lays its purpose on proving that emotional dissonance which salespersons experience in the sales process could affect not only their behaviors but also psychological state. and also examining the relation between psychological and behavioral responses influenced by the emotional dissonance. In addition. its purpose also is to take a look at factors which can moderate the effect of emotional dissonance on psychological and behavioral responses. This research has tried to present subjective well-being as a psychological response and customer-oriented selling behaviors as a behavioral response possibly influenced by emotional dissonance. And also it has tried to present the emotional intelligence of salespersons at the personal level and social support at the organizational level as factors possibly moderating the negative effect of emotional dissonance on psychological and behavioral responses. This is for emphasizing the importance of emotions experienced by salespersons. their emotional ability. and organizational support in their satisfaction and performance. and that those are the factors which marketing managers should include in their marketing strategies when carrying out internal marketing plans in the future. As a result of the research. it was revealed that emotional dissonance has a negative effect on salespersons' subjective well-being and customer-oriented selling behaviors. and salespersons' emotional intelligence and social support for them moderate this negative effect. In addition. it was found that subjective well-being as a psychological response has an effect on customer-oriented selling behaviors as a behavioral response. These results show tha salespersons' emotional dissonance affect not only behavioral but also psychological responses. and make it clear that emotional intelligence as a personal characteristic and social support as organizational supper can moderate a wide range of the effects. Furthermore it was indicated that the loss of subjective well-being due to emotional dissonance affects sale persons' customer-oriented selling behaviors. showing a sequential process of negative effects that emotional dissonance affects another psychological response and this pychological response affecs behavioral response in order. Based on these results. the following implications ere presented. First. various studies focusing on enhancing salespersons' performance mainly have laid emphasis on employees' satisfaction through incentive, pay raises, superior welfare and employees' sales performance through training, increase in communications, and so on, while it is the actual state where there is lack of studies on emotions experienced by salespersons in the sales process. This research specified consequences resulting from emotional dissonance by dividing responses influenced by the emotional phenomenon into psychological and behavioral responses. focusing on salespersons' emotions. Through this. it presents a wide range of effects which salesperson's emotions could have on them. Second. this research presents emotional intelligence and social support as variables moderating the effect of salespersons' negative emotional phenomena on their psychological and behavioral responses. While previous studies regarding emotional dissonance focused on factors causing emotional dissonance and consequences from it. this research has extended the range and presented moderators possibly mitigating the negative effect of emotional dissonance. Therefore this research has paved the way for paying attention to finding variables possibly moderating the effect of negative emotional phenomena experienced by salespersons in studies regarding salespersons. Third. even if there is the large effect of subjective well-being on human behaviors. there has been lack of empirical study at the organizational dimension. However well-being should be regarded as not a personal matter but an important factor affecting organizationa