판매원의 감정지능은 고객을 즐겁게 만들 수 있는가? = 내부마케팅과 외부마케팅의 통합적 접근

다국어 초록 (Multilingual Abstract)

This study is suggesting salesperson`s emotional intelligence is one of abilities to consider customers and to express positive emotion to customers at service encounter. It is observed about the influence of this emotional intelligence upon salesperson`s selling behavior at the service encounter This study also shows how the salesperson`s this behavior influence the customers emotional response and behavior. In other words, it is examined whether salesperson`s emotional intelligence can make customer happy and promote positive behavior or not. In this purposes it is used empirical analysis to see whether the internal marketing called selection, education, and socialization in salesperson has ultimately the customers` positive response. It is offering an opportunity available for examining the internal marketing and the external marketing from the integrative perspective. The previous researchers have studied independently by separating internal and external marketing. A research with the aim or empirically verifying relevancy to this is insufficient. The prior studies have carried out independently by separating a research of the internal marketing on the influence of salesperson`s propensity, ability, and selling knowledge upon salesperson`s performance. On the other hand research on the external marketing on the influence of several stimuli in a selling situation upon customers recognition, behavior, and evaluation. However, what is important in marketing is to perform external marketing through internal marketing. A reason is that enterprise aims to perform the internal marketing by investigating lots of costs is because of loading to customers` positive responses through this. Accordingly, when salesperson perform service in the process of interacting with customers. the customer recognition on these peoples service needs to be grasp simultaneously. This will just become what properly measure an effect of internal marketing. As this is related to whether the management of employees through selection and education for employees can lead finally to customers` positive responses. The successful external-marketing strategy through the internal marketing will be a part that will need to be considered deeply from the marketing aspect. In this aspect, this study aims to attempt the integrated approach in the internal marketing and external marketing by examining the influence of the salesperson`s emotional intelligence upon the salesperson`s positive emotional expression and pro-social behavior to customer`s emotional response and behavior at the service encounter. The specific objectives of this study are as follows: Firstly, this study elms to examine about the influence of salesperson`s emotional ability upon salesperson`s selling behavior at the service encounter, This study suggests the positive emotional expression and the pro-social behavior to customer as salesperson`s selling behavior. Through this, it aims to examine about the influence of the salesperson`s emotional intelligence upon salesperson`s behavior in the actual selling situation. Second, the aim is to verify the influence of salespereon`s positive emotional expression and pro-social behavior upon customers` emotional response at the service encounter. In other words, the aim is to examine how the salesperson`s behavior influences by emotional intelligence upon customers` emotion at the service encounter. Third. to examine the influence of the customers` emotion, this is formed at the service encounter, upon customers` behavior, This study aims to examine whether salesperson`s emotional intelligence at service encounter has upon the selling behavior and whether this selling behavior has customers` emotion, thereby, possibly leading to resulting finally in customers` positive behavior-this study examine these three aspects. In other words, it aims to suggest a question about whether salesperson`s emotional intelligence makes customer happy and to verify this em

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