영업사원의 조직동일시가 고객지향적 판매에 미치는 영향 : 고용형태의 조절효과를 중심으로
The Effect of Sales People’s Organizational Identification on Customer-oriented Selling and Performance : Focused on Moderating Effect of Employment Status
- Resource Type
- Article
Text
- Authors
- 여찬구; 조연진; 이호택; Chan-Koo, Yeo; Yeon-Jin Cho; Ho-Taek Yi
- Source
- 마케팅논집, 03/31/2017, Vol. 25, Issue 1, p. 111-129
- Subject
- 조직동일시
고객지향적 판매
고용형태
기회주의적 행동
영업성과
Organizational Identification
Customer-oriented Selling
Employment Status
Opportunistic Behavior
Sales Performance
- Language
- 한국어(KOR)
- ISSN
- 1229-3180
Much of the research on employment status has examined the relationships between full-time and part-time employees and their attitudes and behaviors. This research investigates employment status as a moderator of the relationship between organizational identification and customer-oriented selling behavior. We collect data from salespeople and test our model using structural equation modeling. The analysis shows that the influence of a salesperson's organization identification on customer-oriented selling behavior depends on employment status. Our research suggests that organization has to build a befitting reward system and provide training opportunities for part-time employees so that they can more strongly identify with the organization and increase customer-oriented selling, which in turn lead to enhanced sales performance.