판매원의 보상지향성이 감정노동 및 감정적 고갈, 적응 판매행동에 미치는 영향 = 역할 스트레스 요소의 조절효과를 중심으로

국문 초록 (Abstract)

본 연구에서는 JD-R 모델을 이론적 배경으로 판매원의 보상지향성이 감정적 고갈에 어떻게 작용하며, 또한 그사이에 지각된 역할행동의 스트레스 요인에 대한 조절효과 및 감정노동의 매개효과가 존재하는지 확인하였다. 이러한 연구를 통해 판매원 정서의 관리적 측면과 판매원의 직무에 몰입하는 과정을 확장된 관점으로 살펴보았다.
연구결과, 판매원의 보상지향성은 직무자원의 역할로 표면행동에는 부정적인 영향을 미치고, 내면행동에는 긍정적인 영향이 존재하여 감정노동의 세부적 요소에 미치는 영향력은 각각 다르다는 것을 확인하였다. 또한 판매원의 보상지향성은 감정적 고갈에 부정적으로 작용한다는 사실을 확인하였다. 그리고 판매원의 표면행동이 높을수록 감정적 고갈은 높아지는 반면, 내면행동이 높을수록 감정적 고갈은 줄어드는 것으로 나타났다. 결국, 판매원이 느끼는 감정적 고갈은 판매원의 적응 판매행동을 하지 못하게 하는 것을 이 연구에서 확인할 수 있다.
한편 역할행동의 스트레스 요인 중 역할 모호성은 판매원의 보상지향성이 감정적 고갈에 미치는 부정적인 영향을 조절하는 것으로 나타났다. 즉, 보상지향성이 판매원의 감정적 고갈을 감소시킬 때, 판매원의 역할 모호성은 감정적 고갈의 감소 수준을 완화한다고 할 수 있다. 그러나 역할 과다는 보상지향성이 감정적 고갈에 미치는 영향을 조절하지 않는 것으로 나타났다.

다국어 초록 (Multilingual Abstract)

As the emotional labor of salespeople is becoming an important social issue, more academic researches on the effective management of salespeople are becoming necessary. In this study, based on JD-R model(Bakker and Demerouti 2007), we tried to investigate the mediation effect of emotional labor and emotional exhaustion between salesperson’s compensation orientation and final adaptive selling behavior. We also analyzed the interaction effects of stress factors of perceived role behavior with compensation orientation on adaptive selling.
Based on the literature review and research background, we developed research hypotheses and final research model. We collected data from the pool of salespeople in a multilevel marketing company. Results of data analyses showed the negative effects of salesperson’s compensation orientation on emotional exhaustion. Emotional exhaustion also affects adaptive selling behavior negatively. Salesperson’s compensation orientation has negative influence on surface acting and positive influence on deep acting of salesperson. Surface acting influences emotional exhaustion positively but, deep acting influences emotional exhaustion negatively. Role ambiguity moderates the negative influence of compensation orientation on emotional exhaustion. Finally, managerial implications and limitations of the study results were also discussed.

목차 (Table of Contents)

• ABSTRACT
• Ⅰ. 서론
• Ⅱ. 이론적 배경 및 연구가설
• Ⅲ. 연구가설 설정
• Ⅳ. 연구방법
• Ⅴ. 실증분석
• Ⅵ. 결론
• 참고문헌

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