판매원의 기업 동일시에 대한 선·후행 변수의 구조적 관계 = Salespeople-Company Identification : Antecedents and Consequence

다국어 초록 (Multilingual Abstract)

The objective of this research is to find out the antecedents and consequences of salespeople-company identification. The authors adopted that independent variables are construed external image of the company, sense of belonging and value congruence, dependent variables are adaptive selling behavior and sales performance.
Results showed that first, the better construed external image of company, the more identification in salespeople-company. Second, the more salespeople have sense of belonging and value congruence, the more identification in salespeople-company. Also, the more salespeople-company identification, salespeople try to adaptive selling behavior and the better sales performance.
This paper discussed theoretical and practical focusing on salespeople-company identification.

국문 초록 (Abstract)

본 연구는 판매원의 기업 동일시에 영향을 미치는 선행요인과 결과요인을 파악하고자 하였다. 판매원의 기업 동일시에 대한 선행변수로는 기업의 외적 이미지, 소속감, 가치관 일치를 제시하였고, 결과변수로는 적응적 판매행위, 영업성과를 제시하였다.
연구 결과를 살펴보면, 첫째, 동종업계에서 기업의 외적 이미지가 좋을수록 판매원의 기업에 대한 동일시가 높게 나타났다. 둘째, 판매원의 기업에 대한 소속감이 높을수록, 가치관이 일치할수록 기업에 동일시하려는 경향이 높게 나타났다. 또한, 판매원의 기업 동일시가 높을수록 고객의 상황에 따라 다양한 판매행위를 시도하려는 경향과 영업성과에 긍정적인 영향을 미치는 것을 알 수 있었다. 이러한 연구결과를 바탕으로 본 연구는 판매원의 맥락에서 기업 동일시를 살펴보았다는 이론적 시사점을 제공하고 이와 관련된 실무적 시사점을 제공하였다.

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