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http://dx.doi.org/10.14400/JDC.2018.16.8.151

Effects of Salespersons' Appreciative Inquiry and Emotional Labor on Adaptive Selling Behavior and Customer Satisfaction  

Lee, Hang (Department of Global Economics, Gachon University)
Kim, Joon-Hwan (Department of Paideia, Sungkyul University)
Publication Information
Journal of Digital Convergence / v.16, no.8, 2018 , pp. 151-159 More about this Journal
Abstract
This study focused on appreciative inquiry(AI) of salespeople who have to respond to various types of emotions according to the desires of individual customers at service contact points and the effect of emotional labor on adaptive selling behavior and customer satisfaction. Dyadic questionnaires were administerd to 115 automobile salespeople and 2 customers who received service from each salesperson, and the collected data was analyzed by using structural equation modeling. The results showed that AI had positive influences on deep acting and surface acting. Only deep acting was found to have positive relationship with adaptive selling behavior, but not to surface acting. Adaptive selling behavior had a positive effect on customer satisfaction. This study will contribute to identifying the need for AI access for salespersons and for activating adaptive selling behavior through emotional labor related to AI practice.
Keywords
Appreciative Inquiry; Emotional Labor; Adaptive Selling Behavior; Customer Satisfaction; Dyadic Approach;
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Times Cited By KSCI : 4  (Citation Analysis)
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