산업재 유통경로에서 영업사원의 적응적 판매행동이 고객자산과 고객충성도에 미치는 영향: 자문적 영업역량의 조절효과 = A Study on the Effect of Salesperson’s Adaptive Selling Behavior on Customer Equity and Customer Loyalty in the Distribution Channel of Industrial Goods - Focused on the Moderating Effects of Consultative Selling Competency

국문 초록 (Abstract)

영업사원은 고객의 욕구를 충족시키는 제품과 서비스를 제공하고 차별화된 자사의 제품과 이미지를 고객에게 전달하는 영업업무를 수행하며, 고객과의 원활한 관계구축 및 자신의 회사를 대표하는 역할을 수행하는 기업의 중요한 구성요소이다. 이러한 영업사원의 역할은 고객만족도와 판매성과에 직접적인 영향을 미치며, 영업사원이 어떠한 판매행동을 적용하여 고객을 응대하는가에 따라 영업사원의 판매성과는 달라질 수 있다. 본 연구에서는 고객의 문제점과 욕구를 영업사원이 함께 고민하여 솔루션을 제안하고, 고객이 미처 생각하지 못한 가치를 고객에게 제공하는 등 고객이 원하는 바를 달성하도록 돕는 자문적 영업역량과 고객과의 상호작용에서 영업사원이 획득한 정보를 바탕으로 다양한 고객의 욕구와 판매상황에 맞도록 판매방식을 바꾸는 적응적 판매행동에 따른 영업성과를 살펴보았다. 또한 영업사원의 적응적 판매행동과 고객자산, 그리고, 영업성과 간 관계에서 자문적 영업역량의 역할을 규명하고자 하였다. 이를 위해 한국산업용재협회 회원기업의 용접재료 판매 및 유통업체 종사자를 대상으로 설문조사하여 총 84부를 수집하고 실증분석하였다. 경로분석을 이용한 가설 검증 결과 산업재 시장에서 영업사원의 적응적 판매행동은 고객자산에 긍정적 영향을 미치는 것으로 나타났고, 고객자산 중에서 고객의 가치자산과 브랜드자산은 고객충성도에 긍정적 영향을 미치는 것으로 나타났다. 영업사원의 적응적 판매행동과 고객자산 간 관계에서 영업사원의 자문적 영업역량의 조절효과는 고객자산 중 고객의 브랜드 자산에만 나타났다.

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