판매원의 긍정적 행동유발을 위한 부정적 감정 조절전략에 관한 연구 = 판매원의 개인특성 및 경험감정 유형에 따른 감정조절 전략의 차이

국문 초록 (Abstract)

본 연구는 판매원이 고객과의 상호작용 속에서 경험하는 부정적 감정을 적절히 조절하기 위해 사용하는 감정조절 전략에 초첨을 두고 있다. 판매원의 경우 판매상황에서 부정적 감정을 경험할 가능성이 높으나 고객과의 원활한 상호작용을 위해서는 이를 적절히 조절할 필요가 있다. 즉 자신이 경험한 부정적 감정을 효과적인 방법을 통해 조절하여 조직규범상 정해진 긍정적 감정을 고객에게 표현해야만 한다. 따라서 본 연구는 판매원이 판매과정에서 경험하는 부정적 감정을 어떻게 조절하고 있으며, 또한 어떻게 조절하는 것이 긍정적 결과를 가져오는지에 대해 밝혀보고자 한다. 연구결과 부정적 감정 경험시 판매원은 다양한 감정조절 전략(능동적 전략, 회피/분산 전략, 지지추구 전략, 자기암시 전략)을 사용하는 것으로 나타났으며, 이러한 조절전략 사용은 판매원의 성별, 경력별, 성향별로 상이하다는 것을 확인하였다. 또한 경험하는 부정적 감정의 유형에 따라서도 사용하는 조절전략이 상이하다는 결과를 얻었으며, 마지막으로 이러한 조절전략이 판매원의 직무만족, 원만한 고객관계, 고객지향적 행동에 유의한 영향을 미치는 것으로 나타났다. 결과적으로 본 연구는 판매원이 고객과의 상호작용 속에서 경험하는 부정적 감정을 조절하는 방법은 판매원의 개인적 특성에 따라 상이하며 또한 이러한 조절전략에 따라 판매원의 만족이나 행동이 달라지고 궁극적으로 기업 전반에 미치는 영향 또한 달라질 수 있음을 제시하고 있다. 따라서 본 연구는 판매원의 감정적 현상의 중요성에 대해 인식할 수 있는 계기를 마련했으며, 더불어 판매원 선발과정에서의 주요 체크사항과 부정적 감정발생시 이를 적절하게 조절할 수 있는 방안에 관한 토대를 제공하고 있다.

다국어 초록 (Multilingual Abstract)

This research examined the use and effectiveness of salesperson`s various negative emotions regulation strategies, and variations in regulation styles related to the kind of negative emotions and the personal characteristics. The data, collected from 229 salesperson of department store, indicate that negative emotion strategies would be divided in to four styles: active regulation, avoidant/distractive regulation, support-seelung regulation, self-suggestion regulation. Theses four styles were differently related to gender, career, personal characteristics. And this research suggests that the use of the four negative emotion regulation styles has different patterns for the kind of negative emotions experienced in service encounter, and emotion regulation strategies influence job satisfaction, customer relationship, customer orientation These results mean that research on future salesperson must pay attention to emotional aspect of salesperson.

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