서비스접점에서 고객의 상황에 따른 판매원의 설득전략 = The Seller`s Influence Tactics in Service Encounter according to Customer`s Situations

다국어 초록 (Multilingual Abstract)

This paper discusses the Seller’s Influence Tactics in the service encounter with due regard to customer’s situational factors. Several studies have been made on Adaptive Selling by situational factors. Nowadays sales person plays an important role which can lead corporate image and customer`s behavior in service encounter. However, prior researches focused on the purchase process, conditions of business, and sales performance, there is little attention on how sales person uses influence tactics in the selling field. The dyadic view of adaptive selling study between a service provider and a customer is an important determinant of the customer`s positive attitude and behavior. However, most studies of adaptive selling have been focused on the side of sales person. Also, researches which concerned with customer needs are still in the superficial stage such as lifestyle, income, and education. And there seems to be little effort to discuss situational factors in the service encounter between customer and sales person. That is to say, the guideline of seller’s influence tactic with considering that what is customer attitude and what is the reason of response has provoked attention. So in this article, I would like to explore specific influence tactics for adaptive selling in the service encounter by customer’s situational factors such as shopping motivation and time pressure. Thus it conducted experiments to verify the effects of seller`s influence tactic, the differential effects by customer`s situation. One of the recent interest in service area is the increased importance of the person to person encounter such as interaction between buyer and seller for the successive result of marketing. Also this study investigates the impact that positive and negative response of customer by seller`s influence tactics give acceptance intention to seller`s proposal. The following results were obtained. First, when customer has high utilitarian shopping motivation, the positive influence tactics are information exchange, ingratiation, and inspirational appeals. However loss mention has negative influence to customer who has utilitarian shopping motivation. Second, when customer has high hedonic shopping motivation, the positive influence tactic is inspirational appeals, and the negative influence tactics are recommendation and loss mention. Third, customer who feels high time pressure during shopping can be positive affected by information exchange and inspirational appeals. One the contrary loss mention and recommendation are negative influence tactics. Fourth, customer who feels low time pressure during shopping can be positive affected by recommendation and inspirational appeals, and can be negative affected by loss mention. As it turned out, the customer’s response can be different by shopping motivation and time pressure as customer’s situational factor, even if sales person use same influence tactics. Fifth, customer who shows high level truth to sales person has higher intention to accept sales person`s proposal. Lastly, customer who has negative psychological reactance to sales person`s influence tactics does not have significant effect to accept sales person`s proposal. This study provides several implications for adaptive selling in service encounter. First, this paper documents seller`s influence tactics according to customer`s situations in the B2C. It gives different view of adaptive selling between sales person and customer. Second, it mentions that the shopping motivation and time for shopping, which sellers can easily capture in service encounter from customer. This two situational factors can be generalized seller`s influence tactics in service field to different customer. In the next, it discuss negative response such as psychological reactance but also positive response as truth for influence tactics. Normally, the influence tactics use to lead customer`s positive response. However irrelevant influence tactics can make a perverse disposition from customers. Lastly, it will provide useful information for managers and companies when they set a guideline of employee training and recruiting programs. From this paper, it brings different results to similar influence tactics by customer`s situation. The company have to recruit suitable person for the right man in the right place, because the ability of sales person to identify customer`s situation is important. Also they need to develop training and recruiting programs to coincide with the change such as service diversification and complication. For all that, this results have been limited in some ways. Firstly, it analyzed data from students who have similar pattern in their groups, so we need to spread throughout various customer samples for the future research. And then it is hard to look back their shopping experience and seller`s influence tactics accurately when they answered questionnaires. In the future research, the study develop way to check customer`s recollection more easily with dyadic view between sales person and customer. Lastly, for further study, it is hope that will find other situational factors which can lead differentiations from customers and diverse customer`s responses.

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