벤처창업연구 (Asia-Pacific Journal of Business Venturing and Entrepreneurship)

  • 제17권5호
  • /
  • Pages.205-221
  • /
  • 2022
  • /
  • 1975-7557(pISSN)
  • /
  • 2671-9509(eISSN)
한국벤처창업학회 (The Korean Society of Business Venturing)
권호 표지

오프라인 화장품 구매경로에서 판매원의 판매설득전술이 고객의 심리적의무감과 판매원 신뢰, 재구매의도에 미치는 영향: 지각된 서비스 품질을 조절효과로

Effects of Seller's Influence Tactics on Customer's Psychological Obligation, Trust, and Repurchase Intention in Offline Cosmetics Selling Channel: Moderating Effect of Perceived Service Quality

  • 강병준 (계명대학교 경영대학) ;
  • 이호택 (계명대학교 경영대학 경영학부)
  • 투고 : 2022.09.05
  • 심사 : 2022.10.18
  • 발행 : 2022.10.31
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

본 연구에서는 오프라인 화장품 구매경로에서 판매원의 판매설득전술이 고객의 심리적의무감, 판매원에 대한 신뢰와 재구매의도에 미치는 영향을 파악하고자 하였으며, 고객에게 지각된 서비스품질의 조절효과를 살펴보고자 한다. 이를 위해 오프라인 화장품 구매경로를 통해 제품을 구매한 적이 있는 298명의 고객을 대상으로 설문조사를 진행하여 구조방정식 모형을 통해 분석을 실시하였다. 연구의 결과로 첫째, 판매원의 설득전술 중, 감성자극 전술(H1a), 고객환심사기 전술(H1d), 개인적 호소 전술(H1e)은 고객의 심리적의 무감에 영향을 미치는 것으로 나타났으며, 감성자극 전술(H2a), 제안설득 전술(H2b), 정보제공 전술(H2c), 고객환심 전술(H2d)이 판매원에 대한 신뢰에 영향을 미치는 것으로 나타났다. 둘째, 심리적의무감은 고객의 재구매의도에 정(+)의 영향을 미치지 않는 것으로 나타났으며, 고객의 판매원에 대한 신뢰는 재구매의도에 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 지각된 서비스품질은 심리적의무감과 재구매의도, 판매원에 대한 신뢰와 재구매의도 사이에서 모두 유의한 조절효과를 나타냈다. 판매설득전술에 대한 기존 선행연구들에서는 제한적으로 하위 변수를 특정하여 설득전술을 살펴본 연구가 다수였으며, 재구매의도와 같은 마케팅적 요소를 확인한 연구 역시 미비하였다. 따라서 본 연구를 토대로 확인된 실증적 연구의 결과는 향후의 진행될 연구에 판매원의 설득전술에 대한 기준이나 방향성에 도움을 줄 수 있을 것으로 예상된다. 아울러, 본 연구에서는 오프라인 화장품 매장을 관리 및 운영하는 소상공인들을 대상으로 종업원 교육 및 관리에 도움을 제공할 수 있는 시사점과, 고객에게 지각되는 서비스품질을 높이기 위해 전략적으로 수립해야하는 판매 전략에 대한 시사점을 기술하였다.

In this study, the authors investigated the effect of salesperson's Selling Influence Tactics (SIT) on customers' psychological obligation, trust in salespersons and repurchase intentions in the offline cosmetics purchase channel. In addition, we examined the moderating effect of service quality perceived by customers. To this end, a survey was conducted on 298 customers who had purchased cosmetics through the offline sales channel, and the authors conducted hypothesis testing through a structural equation model. As a result of the study, first, among salesperson's sales influence tactics, emotional appeal tactics (H1a), customer ingratiation tactics (H1d), and personal appeal tactics (H1e) were found to affect the psychological obligation of customers, and emotional appeal tactics (H2a), rational persuasion tactics (H2b), information provision tactics (H2c), and customer ingratiation tactics (H2d) were found to affect trust in salespeople. Third, it was found that the psychological obligation did not have a positive (+) effect on the customer's repurchase intention, and the customer's trust in the salesperson had a positive (+) effect on the repurchase intention. Third, perceived service quality showed a significant moderating effect between psychological obligation and repurchase intention, trust in salesperson and repurchase intention. In previous studies on salesperson's Selling Influence Tactics (SIT), many studies examined salesperson's Selling Influence Tactics (SIT) by specifying sub-variables in a limited way, and studies confirming marketing factors such as repurchase intention were also insufficient. Therefore, the results of the empirical research confirmed based on this study are expected to help the standard or direction of the salesperson's Selling Influence Tactics (SIT) in future studies. In addition, this study describes implications for providing help in employee education and management for small business owners who manage and operate offline cosmetics stores, and sales strategies that should be strategically established to improve perceived service quality for customers.

키워드

참고문헌

  1. An, J. Y.(2022.08.05.). Cosmetic Industry' Improvement in Cosmetic Road Shop Performance...Will it be a "rebound signal"?. Sisaon, Retrieved from http://www.sisaon.co.kr/news/articleView.html?idxno=141285.
  2. An, K. S., & Yoon, J. H.(2020). The Effect of Sellers Influence Tactics of Resort MICE Salesperson on Relationship Quality and Long-term Relationship Orientation. Journal of Tourism Sciences, 44(4), 85-102. https://doi.org/10.17086/JTS.2020.44.4.85.102
  3. Bagozzi, R. P., & Yi, Y.(1988). On the evaluation of structural equation models. Journal of Academy of Marketing Science, 16(1), 74-94. https://doi.org/10.1007/BF02723327
  4. Baston, C. D.(1993). Communal and exchange relationships: What is the difference?. Personality and Social Psychology Bulletin, 19(6), 677-683. https://doi.org/10.1177/0146167293196002
  5. Bennett, R.(2013). Factors Influencing the Break even Probabilities of Agency Recruited Low Value Charity Donors. Voluntas: International Journal of Voluntary and Nonprofit Organizations, 24(4), 1091-1112. https://doi.org/10.1007/s11266-012-9314-9
  6. Bissonnette, V., Ickes, W., Bernstein, I., & Knowles, E.(1990). Personality Moderating Variables: A Warning about Statistical Artifact and a Comparison of Analytic Techniques. Journal of Personality, 58(3), 567-587. https://doi.org/10.1111/j.1467-6494.1990.tb00243.x
  7. Coulter, K. S., & Coulter, R. A.(2002). Determinants of trust in a service provider: The moderating role of length of relationship. Journal of Services Marketing, 16(1), 35-50. https://doi.org/10.1108/08876040210419406
  8. Doney, P. M., & Cannon, J. P.(1997). An examination of the nature of trust in buyer-seller relationships. Journal of Marketing, 61(2), 35-51.
  9. Eder, P., & Eisenberger, R.(2008). Perceived Organizational Support: Reducing the Negative Influence of Coworker Withdrawal Behavior. Journal of Management, 34(1), 55-68. https://doi.org/10.1177/0149206307309259
  10. Eisenberger, R., Armeli, S., Rexwinkel, B., Lynch, P. D. & Rhoades, L.(2001). Reciprocation of Perceived Organizational Support. Journal of Applied Psychology, 86(1), 42-51. https://doi.org/10.1037/0021-9010.86.1.42
  11. Fishbein, M., & Ajzen, I.(1975). Beliefs, Attitude, Intention and Behavior: An Introduction to Theory and Research. Penn State University Press.
  12. Fornell, C., & Larcker, D. F.(1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104
  13. Frazier, G. L., Gill, J. D., & Kale, S. H.(1989). Dealer Dependence Levels and Reciprocal Actions in a Channel of Distribution in a Developing Country. Journal of Marketing, 53(1), 50-69. https://doi.org/10.1177/002224298905300105
  14. Frazier, G. L., & Summers, J. O.(1984). Interfirm influence strategies and their application within distribution channels. Journal of Marketing, 48(3), 43-55. https://doi.org/10.1177/002224298404800305
  15. Frazier, G. L., & Summers, J. O.(1986). Perceptions of Interfirm Power and Its Use Within a Franchise Channel of Distribution, Journal of Marketing Research, 23(2), 169-179. https://doi.org/10.1177/002224378602300209
  16. Gefen, D.(2000). E-commerce: the role of familiarity and trust, Department of Management, LeBow College of Business. Drexel University, 28(6), 725-737.
  17. Guo, W., & Main, K.(2017). The Effectiveness of Matching Sales Influence Tactics to Consumers' Avoidance Versus Approach Shopping Motivations. European Journal of Marketing, 51(9/10), 1577-1596. https://doi.org/10.1108/EJM-05-2016-0278
  18. Hackman, J. R., & Oldham, G. R.(1976). Motivation through the Design of Work: Test of a Theory. Organizational Behavior and Human Performance, 16(2), 250-279. https://doi.org/10.1016/0030-5073(76)90016-7
  19. Han, S. S., & Choi, C. J.(2013). Causal Role of Emotional Satisfaction in Explaining Relationships between Service Provider's Characteristics and Relationship Formation with customers in Apparel Services Setting of Department Store. Korea Research Academy of Distribution and Management, 16(3), 89-103.
  20. Harmon, R. R., & Coney, K. A.(1982). The persuasive effects of source credibility in buy and lease situations. Journal of Marketing Research, 19(2), 255-260. https://doi.org/10.1177/002224378201900209
  21. Hochstein, B., Bolander, W., Goldsmith, R., & Plouffe, C. R.(2018). Adapting Influence Approaches to Informed Consumers in High-involvement Purchases: Are Salespeople Really Doomed?. Journal of the Academy of Marketing Science, 47(1), 118-137.
  22. Huff, A. S.(2000). 1999 presidential address: Changes in organizational knowledge production. Academy of Management Review, 25(2), 288-293. https://doi.org/10.2307/259014
  23. Huppertz, J. W., Arenson, S. J., & Evans, R. H.(1978). An application of equity theory to buyer-seller exchange situations. Journal of Marketing Research, 15(2), 250-260. https://doi.org/10.1177/002224377801500208
  24. Jacoby, J., Chestnut, R. W., & Fisher, W. A.(1978). A behavioral process approach to information acquisition in nondurable purchasing. Journal of Marketing Research, 15(4), 532-544. https://doi.org/10.1177/002224377801500403
  25. Jarvenpaa, L. S., Tractinsky, N., & Saarinen, L.(1999). Consumer Trust in an Internet Store: a Cross-Cultural Validation. Journal of Computer-Mediated Communication, 5(2), 1-20.
  26. Kang, M. S., Song, C. S., & Shin, J. C.(2006). Service Employee Expertise and Relational Behavior and Relationship Consequences. Management Research, 35(3), 961-985.
  27. Kim, C. B., & Kim, H. S.(2021). The Effect of the Quality of Education Service on the Performance of Education Service through Relationship Commitment in Franchise Beauty Academy: Moderating Effect of Trust Level. Asia-Pacific Journal of Business Venturing and Entrepreneurship, 16(3), 193-211. https://doi.org/10.16972/APJBVE.16.3.202106.193
  28. Kim, J. U., Park, J. M., & Yi, H. W.(2006). Effects of Nonverbal Communication of Service Providers on Customers' Perception of the Service Quality. Journal of Marketing Management Research, 11(2), 153-172.
  29. Kim, M. S.(2019). Effects of Seller's Influence Tactics on Felt Obligation, Trust and Relationship Continuity Intention. Academy of customer satisfaction management, 21(2), 61-78. https://doi.org/10.34183/KCSMA.21.2.4
  30. Kim, S. H.(2009). Is Salespersons' Service Faked or Authentic?: The Effects of Authenticity Perceived by Customers about Salespersons' Emotional Labor on Service Quality Evaluation. Marketing Research, 24(3), 1-33.
  31. Kim, S. H., & Oh, S. H.(2002). The Determinants of Repurchase Intentions in the Service Industry: Customer Value, Customer Satisfaction, Switching Costs, and Attractiveness of Alternatives. Marketing Research, 17(2), 25-55.
  32. Kim, S. H., & Kim, Y. H.(2013), The Effects of Communication on Emotional Responses and Store Loyalty at Customer Contact: Focusing on the Moderating Effects of Salesperson's Attributes. Management and Management Information Systems Research, 32(2), 289-314.
  33. Kipnis, D., & Schmidt, S. M.(1988). Upward-influence Styles: Relationship with Performance Evaluations, Salary, and Stress. Administrative Science Quarterly, 33(4), 528-542. https://doi.org/10.2307/2392642
  34. Kipnis, D., Schmidt, S. M., & Wilkinson, I.(1980). Intra-Organizational Influence Tactics: Explorations in Getting One's Way. Journal of Applied Psychology, 65(4), 440-452. https://doi.org/10.1037/0021-9010.65.4.440
  35. Kline, R. B.(1998). Principles and Practice of Structural Equation Modeling. New York: Guilford Press.
  36. Kruml, M., & Geddes, D.(2000). Exploring the Dimensions of Emotional Labor: The Heart of Hochschild's Work, Management Communication Quarterly, 14(1), 8-49. https://doi.org/10.1177/0893318900141002
  37. Kwon, K. Y., Choo, H. J., & Lee, M. A.(2018). Effects of Message Sidedness of Fashion Salespersons on Consumer Behavior -Focusing on the Mediating Effects of Salespersons' Trust and Cognitive Effort. Journal of The Korean Society of Clothing and Textiles, 42(1), 88-103. https://doi.org/10.5850/JKSCT.2018.42.1.88
  38. Lafferty, B. A., & Goldsmith, R. E.(1999). Corporate Credibility's Role in Consumers' Attitudes and Purchase Intentions When a High versus a Low Credibility Endorser Is Used in the Ad. Journal of Business Research, 44(2), 109-116. https://doi.org/10.1016/S0148-2963(98)00002-2
  39. Lee, D. W., & Park, O. H.(2011). Social Psychology. Seoul: HakJisa.
  40. Lee, J. H.(2021). A Study on the Effects of Service Quality Factors of Companion Animal Online Shopping Malls on Customer Satisfaction and Loyalty. Asia-Pacific Journal of Business Venturing and Entrepreneurship, 16(4), 179-193. https://doi.org/10.16972/APJBVE.16.4.202108.179
  41. Lee, M. K., Park, K. D., & Yi, H. T.(2021a). The Effects of Sales Tactics of Luxury Cosmetics by Salespeople on Consumer Attitudes and Relationship Performance. Journal of Distribution and Management Research, 24(2), 135-150.
  42. Lee, M. K., Park, K. D., & Yi, H. T.(2021b). Effect of Seller's Two Influence Tactics on Felt Obligation: Moderating Effect of Consumer Informedness. Journal of Marketing Studies, 29(1), 52-72. https://doi.org/10.22736/JMS.29.1.04
  43. Lee, R., Yu, K. W., & Park, C. W.(2017). Effect of Duty Free Shop's Service Quality on Relationship Quality and Loyalty. Journal of Distribution Science, 15(4), 41-57. https://doi.org/10.15722/JDS.15.4.201704.41
  44. Lee, S. I., & Yi, H. T.(2022). The Effect of Small Business Entrepreneur's Psychological Traits on Entrepreneurial Orientation and Performance: Focusing on the Moderating Effect of Government Support Programs. Asia-Pacific Journal of Business Venturing and Entrepreneurship, 17(1), 139-155. https://doi.org/10.16972/APJBVE.17.1.202202.139
  45. Lee, Y. J., & Lee, C. L.(2014). A Critical Review of Service Quality Research in Recent 10 years(2004-2013). Journal of Marketing Management Research, 19(2), 1-43.
  46. Lim, H. J., & Lim, G. W.(2018), The effects of airline service quality on customer satisfaction and repurchase intention: Focusing on Qatar Airways. Journal of Tourism, 32(5), 131-144.
  47. Lin, C. P., & Ding, C. G.(2003). Modeling Information Ethics: The Joint Moderating Role of Locus of Control and Job Insecurity. Journal of Business Ethics, 48(4), 335-346. https://doi.org/10.1023/B:BUSI.0000005745.63324.79
  48. Moon, Y. H., & Choi, J. H.(2012). Felt Obligation as a Mediator of Customer Contact-Loyalty Relationships. Journal of Commodity Science and Technology, 30(3), 91-99.
  49. Morales, A. C.(2005). Giving firms an "E" for effort: Consumer responses to high-effort firms. Journal of Consumer Research, 31(4), 806-812. https://doi.org/10.1086/426615
  50. McFarland, R. G., Challagalla, G. N., & Shervani. T. A.(2006). Influence Tactics for Effective Adaptive Selling. Journal of Marketing, 70(4), 103-117. https://doi.org/10.1509/jmkg.70.4.103
  51. McFarland, R. G., & Dixon, A. L.(2019). An Updated Taxonomy of Salesperson Influence Tactics. Journal of Personal Selling & Sales Management, 39(3), 238-253. https://doi.org/10.1080/08853134.2019.1592685
  52. Morgan, R. P., & Hunt, R.(1994). The Commitment Trust Theory of Marketing. Journal of Marketing, 58(6). 20-38. https://doi.org/10.1177/002224299405800302
  53. Oliver, R.(1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469. https://doi.org/10.1177/002224378001700405
  54. Olsen, N. V., Sijtsema, S. J., & Hall, G.(2010). Predicting Consumers' Intention to Consume Ready-to-eat Meals. The Role of Moral Attitude, Appetite, 55(3), 534-539. https://doi.org/10.1016/j.appet.2010.08.016
  55. Parasuraman, A., Zeithaml, V. A., & Berry, L. L.(1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4), 41-50. https://doi.org/10.1177/002224298504900403
  56. Parasuraman, A., Zeithaml, V. A., & Berry, L. L.(1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(Spring), 12-40.
  57. Park, H. C., Jo, S. D., & Jung, G. J.(2012). Prior Factors of Emotional and Computational Immersion of Call Center Counselors, Service Quality, and Effects on Turnover Intention: Social Exchange Theory and Internal Marketing Perspective. Journal of Marketing Management Research, 17(4), 23-54.
  58. Rotter, J. B.(1967). A New Scale for the Measurement of Interpersonal Trust. Journal of Personality, 35(4), 651-65. https://doi.org/10.1111/j.1467-6494.1967.tb01454.x
  59. Schurr, P. H., & Ozanne, J. L.(1985). Influences of Exchange Processes: Buyers' Preconceptions of a Seller's Trustworthiness and Bargaining Toughness, Journal of Consumer Research, 11(3), 39-53.
  60. Seo, G. S., Park, J. S., & Shin, M. S.(2016). 2016 Cosmetic Industry Analysis Report(Pub. No. 2016-98), Cheongju: Korea Health Industry Development Institute.
  61. Sharma, A.(1990). The persuasive effect of salesperson credibility: conceptual and empirical examination. Journal of Personal Selling & Sales Management, 10(4), 71-80.
  62. Shin, Y. W.(2020). 2020 Cosmetic Industry Analysis Report, Cheongju: Korea Health Industry Development Institute.
  63. Thorndike, E. L.(1920). Intelligence Examinations for College Entrance. The Journal of Educational Research, 1(5), 329-337. https://doi.org/10.1080/00220671.1920.10879060
  64. Yang, H. I.(2020.02.26.). Cosmetic franchisees' significant decline in 'cosmetics franchisees', down 22% in a year, Cosmetic Newspaper, Retrieved from https://www.beautynury.com/news/view/87568/cat/10.
  65. Yi, H. T., & Kim, K. H.(2017). The Effect of Service Quality on the Relationship Quality, Satisfaction, and Revisit Intention of Traditional Markets in City of Daegu: Moderating Effect of Accessibility and Market Differentiations. Marketing Research, 25(4), 19-34
  66. Yoon, S. W., Kang, J. H., & Jung, W. D.(2015). Persuasion Tactics of Salesmen : Moderating Effect in Regards to the Purchasing Patterns and Gender of College Students. Journal of Korean Society of Industry and Technology, 16(11), 7494-7500.
  67. Yu, E. R., & Kim, S. H.(2012). The Seller's Influence Tactics in Service Encounter according to Customer's Situations. Journal of Consumer Studies, 23(4), 45-78.
  68. Yu, E. R., & Kim, S. H.(2013). The Influence of Seller's Influence Tactics on Customers' Adoption Intention: Focus on customer's gender difference. Journal of Marketing Management Research, 18(4), 87-121.