레스토랑 직원의 Up-Selling에 대한 목적 지향성이 판매 행동과 판매 성과에 미치는 영향

다국어 초록 (Multilingual Abstract)

This study investigated causal relationships between goal orientation, sales and performance towards increasing the effectiveness of up-selling in intermal promotion methods in family restaurants and provided implications about the hiring and training of sales people. The subjects were 232 sales people in family restaurants. The data were collected by self-administered questionnaires and analyzed by exploratory factor analysis, reliability analysis, comparative analysis of the average, and regression analysis. Results, showed that variations in goal orientation, sales, and performance depended on the age and experience of salespeople and that goal orientation makes adaptive selling more effective. It turned out that effort selling affects up-selling result than adaptive selling. Long-term workers were better than short-term workers in goal orientation, selling, and up-selling results, so human resource management needs to implement a long-term plan to enhance these effects. And, because effort selling is more effective than adaptive selling in up-selling results in family restaurants, effort selling requires training.

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