• 산학경영연구
• /
• 제18권2호
• /
• pp.151-178
• /
• 2005

본 연구는 Brown과 Peterson(1993)의 메타 분석에서 자료의 부족으로 실증하지 못했던 리더의 지원 역량을 직무 만족도의 선행 변수로 제안하였고 기존 조직 문헌에서 활발히 연구되었던 조직시민 행동을 직무 만족도와 관련된 인과 관계 모형에서 새로운 결과 변수로 제안하였다. 연구 모델에 대한 분석 결과 6개의 가설중 조직시민행동과 정착의향 관계에 관한 가설을 제외하고 모두 지지되었다. 이러한 실증 결과를 통해서 조직 문헌에서 많이 연구되었던 조직시민행동은 영업사원 직무 만족도의 결과 변수이지만 영업 사원의 정착 의향과는 직접적인 관련성이 없음이 밝혀졌다. 또한 Brown 과 Peterson(1993)의 실증 연구에서 직무 만족도의 선행 요인이었던 역할 모호성처럼 리더의 지원역량 변수도 조직 몰입이나 조직시민행동에 직접적인 영향을 주기 보다 직무 만족도를 통해 간접적인 영향을 주는 것으로 확인되었다. 연구 결과 회사가 영업 사원들의 정착율을 높이기 위해 신경을 써야 하는 관리 변수는 직무 만족도와 조직에 대한 몰입인 것으로 나타났다. 특히 조직에 대한 몰입은 회사에 대한 정착 의향 뿐아니라 주변 사람들에게 바람직한 시민행동을 발휘하게 하므로 단기적 정착 지표 뿐아니라 장기적인 조직 활성화를 이끌어낼 수 있다는 점에서 회사가 더욱 관심있게 관리해야 할 선행 지표라고 판단된다.

• 한국의류학회지
• /
• 제27권1호
• /
• pp.1-8
• /
• 2003

The purpose of this study is to examine the components of market orientation of apparel firms and to examine the influence of market orientation, and salesperson's job performance on the salesperson's job satisfaction. Data were obtained from 547 shop-masters working at L' Department Stores in Seoul and Bundang. Statistics used for data analysis were frequency, factor analysis, cronbach's and multiple regression analysis. The results can be summarized as follows: (1) The market orientation of apparel firms is composed of three factors: information generation, information dissemination, and the responsiveness to market information. (2) Market orientation was found to have a positive effect on salespeople's job satisfaction. (3) salespeople's job performance was found to have a positive effect on salespeople's job satisfaction.

• 유통과학연구
• /
• 제16권4호
• /
• pp.75-82
• /
• 2018

Purpose - As the role of salespersons in retail stores has expanded from selling products to sharing brand experiences with customers, the importance of research on the effects of salesperson-brand relationships has grown. The purpose of this research is to investigate the influences of salespersons' brand identification on conceptual fluency and customers' service and brand evaluations. It was supposed that salespersons' brand identification is affected by brand knowledge, which is a core dimension of internal branding. Research design, data, and methodology - The author developed a structural model in which salespersons' brand knowledge influences brand identification, hence customers' perception of salesperson-brand image congruence. And it is hypothesized that salesperson-brand image congruence influences conceptual fluency which affects customers' satisfaction and brand evaluation. Data were collected from five department stores in Seoul. Results - First, salespersons' brand knowledge was found to have a significant effect on brand identification. The more a salesperson knows about the affiliated brand, the higher her level of brand identification. Second, salespersons' brand identification influenced salesperson-brand image congruence. Third, salesperson-brand image congruence had a significant effect on brand conceptual fluency. Customers who perceive salesperson-brand image congruent are more likely to process information easily. Finally, conceptual fluency was found to be a significant determinant of store loyalty and brand value evaluation. Conclusions - The results of this study verify importance of salesperson's brand identification on customers' service and brand evaluations. To enhance salespersons' brand identification, retailers should emphasize the importance of internal branding and communication, especially by sharing brand vision, values, and identity with employees at customer contact points. Also, as brand conceptual fluency is a significant determinant of customer responses, retailers need to deliver consistent messages through various components of store environments, including salespersons' attitudes, appearances, and manners, as well as physical store design. With a deeper understanding of the effects of salesperson-brand relationship and brand conceptual fluency, retailers will be able to create more effective brand strategies to enhance their performances. Future studies should consider data from various retail types, such as discount stores, to generalize the findings.

• Human Ecology Research
• /
• 제60권1호
• /
• pp.131-145
• /
• 2022

The purpose of this study was to reveal the effects of sales services and organizational member relationships of fashion brand salespersons on job performance and job satisfaction, as well as how job performance, job satisfaction, salesperson services, and organizational member relationships differ according to the sales career and job position. The data were collected by administering a questionnaire to fashion brand salespeople in Gwangju from September to October 2020. Using 235 responses, the data were analyzed with SPSS 27.0 for frequency analysis, reliability analysis, t-test, factor analysis, and regression analysis. The research results were as follows. First, the basic services of the salesperson comprised factors such as 'consideration and convenience', 'appearance and dress', and 'kindness and greeting', which are considered better variables to explain job performance than job satisfaction. Second, the salesperson's professional service consisted of 'fashion product knowledge', 'professional self-management', and 'store display technology' factors, which are good variables to predict job performance. Third, the relationship between the members of a salesperson's organization consists of factors such as 'headquarters relations', 'colleague relations', and 'emotional labor', which was better for explaining job satisfaction than job performance. Fourth, depending on the position, professional salespeople exhibited significantly higher values in job performance, basic and professional services of salespersons, and 'headquarters relations' factors, whereas there were no significant differences in job satisfaction, 'colleague relations' and 'emotional labor'. Lastly, the more sales career, the higher the job performance, and the basic services, professional services, and 'headquarters relations' factors of salespeople were also good.

• 한국의상디자인학회지
• /
• 제18권3호
• /
• pp.1-19
• /
• 2016

This study tried to find out implementation factors of internal marketing for a cosmetic retailer, and to look into their effects on Salesperson's job satisfaction, organization commitment, customer orientation and sales performance. For this, this study inquired into the concepts and relationships of internal marketing, job satisfaction, organization commitment, customer orientation and sales performance through literature review; and tested the relationships between the variables by setting up a research model and hypotheses. The findings of this study may be summarized as follows: First, it was found that the better the education & training, the supervisor support and the compensation system among internal marketing factors of a cosmetic retailer were, the higher a door-to-door salesperson's job satisfaction was. Second, it was found that the better internal communication and the education & training among internal marketing factors of a cosmetic retailer were, the higher a door-to-door salesperson's organization commitment was. Third, the higher the job satisfaction of a door-to-door salesperson in a cosmetic retailer was, the higher the organization commitment was. Fourth, it was found that the higher the organization commitment of a door-to-door salesperson in a cosmetic retailer was, the higher the customer orientation was. Fifth, it was found that the higher the organization commitment and customer orientation of a door-to-door salesperson in a cosmetic retailer were, the higher the sales performance was. In conclusion, the internal marketing increases door-to-door Salesperson's job satisfaction, and enhances the sense of belonging to their cosmetic retailer. Further, they come to have a customer-oriented attitude in serving customers, which is directly connected to sales performance, and thus the retailer can create profits through internal marketing. Therefore, a cosmetic retailer will need to strengthen internal communication activities through diverse methods, expand and activate employees' professional education, and develop fair and just compensation system; and supervisors will need to give support to employees, trusting their judgment.

• 한국의류학회지
• /
• 제24권5호
• /
• pp.760-771
• /
• 2000

The main objective of this study were to develop the scale for measuring service quality and to identify the differences of service quality among apparel store types(department store, fashion specialty store and national brand independent store). Data were collected from 463 subjects who finished their shopping with a self-administered questionnaire. The results were as follows; 1. As a result of factor analysis, seven dimensions were identified for service quality: VMD, store atmosphere, pleasant enviornment, product assortment, store policy, salesperson's assurance, and salesperson's responsiveness dimensions. The first five dimensions and the last two dimensions were corresponded to store service and sales service respectively. Those dimensions explained 56.56% of service quality. Especially the salesperson's assurance had the most explaining power. 2. The fashion specially store was evaluated as the highest in five dimensions of store service, whereas the department store was evaluated as the lowest in the pleasant environment dimension. 3. Store policy, salesperson's assurance, store atmosphere, and VMD dimensions explained 38% of store satisfaction.

• 복식문화연구
• /
• 제22권1호
• /
• pp.28-41
• /
• 2014

The study focuses on verifying the effects of service education and empowerment on job satisfaction, job performance, and customer orientation. 290 salespeople working for fashion companies participated by completing a survey. The collected data was then analyzed with SPSS 16.0 and AMOS 7.0. Structural equation modeling was used to examine the goodness of fit. Looking at the results of this study, the service education of salespersons in fashion companies was shown to affect their level of satisfaction with their compensation, whereas empowerment affected their psychological satisfaction. These findings indicate that the service training and empowerment as experienced by salespersons working for fashion companies affect their customer orientation and job performance. Specifically, psychological satisfaction as part of the overall level of job satisfaction was found directly to affect their customer orientation, whereas their satisfaction with their compensation did not affect their customer orientation. Customer-orientation as influenced by service education and empowerment was revealed to have direct effect on job performance. The results of this study indicate that the service education of salesperson working for fashion companies and their level of empowerment create job satisfaction and customer orientation in these individuals. This study will be a valuable source of information for those who create salesperson empowerment programs and salesperson management strategies for fashion companies. Such programs and management strategies can facilitate efficient job performance by salespersons working for fashion companies and increase their level of job satisfaction.

• 유통과학연구
• /
• 제17권11호
• /
• pp.81-92
• /
• 2019

Purpose: The salesperson, the core of the operating activities, plays the role of connecting the inside and outside of the company, representing the company to the consumer and identifying and responding to the customer's needs. The department store industry is the most representative retail industry in South Korea, and competition among its peer group and industry is intensifying, requiring differentiated service sales activities and performance from its employees. This study divided the sales force system into activity control(process-oriented control) and output control(performance-oriented control) and verified the differential impact on the job attitude of the salesperson (e.g., job satisfaction and burn-out), respectively. In addition, the effect of job satisfaction and burn-out of the salesperson on the job performance were checked. Research design, data, and methodology: The survey was conducted on 200 sales people working at five branch stores of Hyundai department store in Seoul, and 194 of them were analyzed. The reliability and validity of the variables were analyzed and hypotheses were verified through the SEM. Results: Results have shown that activity control has a greater impact on burn-out compared to output control, and output control has a greater impact on job satisfaction compared to activity control. It has been shown that the salesperson's burn-out does not affect sales performance, but that job satisfaction has a positive effect on sales performance. Conclusions: This study examines the effect of sales force management system such as activity control and output control, on the job attitude and sales performance in department stores. According to the results of this research, each of two control systems have a discriminatory effect on the job attitude variables. For the sales managers of department store, it is recommended to increase the efficiency of sales management by increasing the use of outcome control compared to activity control.

• 경영과정보연구
• /
• 제38권4호
• /
• pp.41-60
• /
• 2019

과거에는 대기업과 중소기업의 제품 간에는 품질뿐만 아니라 제품 구매 후 제품 서비스에도 큰 차이가 났다. 이러한 요소들은 많은 소비자들이 제품을 구매할 때, 브랜드 가치를 고려하는 주된 이유였다. 그러나 시간이 지남에 따라 대기업과 중소기업 간의 기술력 및 서비스의 차이가 많이 줄어들면서, 브랜드 자체보다는 누가 소비자의 욕구를 충족시키는 가치를 선점하는지에 따라 경쟁 우위가 바뀌었다. 이에 따라 소비자를 만족시킬 수 있는 다양한 전략이 연구되고 있으며, 최근까지 연구자들이 판매행동과 관련하여 다루었던 주요 개념은 적응 판매이다. 본 연구의 목적은 판매원의 적응적 판매 전략이 중소기업 제품을 구매하는 소비자들에게 미치는 영향에 대해 규명하고자 하였다. 특히, 판매원의 적응적 판매 전략이 소비자의 쇼핑 가치, 판매원과의 결속 및 소비자 제품 만족도에 미치는 영향을 파악하였다. 연구대상은 판매원을 통해 중소기업 제품 구매 경험이 있는 경남지역 소비자를 대상으로 설문 조사를 실시하였으며, 분석도구로는 SPSS 21.0을 사용하였으며, AMOS 21.0을 사용하여 구조 방정식 모형 분석을 하였다. 연구에 대한 실증 분석 결과 첫째, 판매원의 역할은 소비자의 쇼핑가치, 소비자와의 관계 결속과 제품 만족도에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 판매원의 적응적 판매 전략은 소비자의 쇼핑 가치에 영향을 미치는 중요한 변수라고 제안 할 수 있으며, 또한, 판매원의 적응적 판매 전략은 실용적 쇼핑 가치가있는 소비자보다 쾌락적 쇼핑 가치가있는 소비자에 더 강한 긍정적인 영향을 미치는 것으로 나타났다. 마지막으로, 판매원과 소비자의 결속은 소비자의 제품 만족에 있어 중요한 역할을 하는 것으로 나타났다. 본 연구는 판매원의 적응적 판매 전략의 효과를 알아봄으로써, 온라인과 비대면 마케팅이 점차 강조되고 있는 현재의 시장 환경에서, 기업들에게 판매원의 중요성과 판매원을 통한 효율적인 마케팅 접근법을 제시하고, 이를 통한 실무적인 시사점을 제공하는 점에서 그 의의를 가진다.

• 한국의류산업학회지
• /
• 제16권3호
• /
• pp.378-385
• /
• 2014

This study examined the differences in job related variables, job satisfaction and job performance against demographic characteristics and the impacts of job related variables on job satisfaction and job performance. A questionnaire survey collected data from september $1^{st}$ and $7^{th}$ 2011. A convenience sample was drawn from salespersons working for department stores in Daegu and Pohang. A total of 337 responses were complete and usable questionnaires. Data were tested through factor analysis, t-test, ANOVA, and regression analysis, using SPSS 21.0. The results of this study are as follows: First, six factors were extracted from job related variables (positive reaction of customer, career of salespeople, interpersonal relations, influence of salesperson, customer complaints, overwork). Second, there were significant differences in job related variables, job satisfaction, and job performance according to age, marital status, average monthly income, work period, and job position. Third, regression analysis between job related variables and job satisfaction showed that the most influential predictor of job satisfaction was career of salespeople, followed by interpersonal relations, influence of salesperson, customer complaints, and overwork. The most influential predictor between job related variables and job performance was positive reaction of customer, followed by career of salespeople, interpersonal relations, influence of salesperson, and customer complaints.