Management & Information Systems Review (경영과정보연구)

Daehan Academy of Management Information Systems (대한경영정보학회)
권호 표지
DOI QR코드

DOI QR Code

The Effect of Salesperson's Adaptive Selling Tactics on Shopping Value, Commitment, and Product Satisfaction - Focused on Small and Medium Enterprises' product -

판매원의 적응적 판매전략이 쇼핑가치, 관계 결속, 및 제품 만족도에 미치는 영향 - 중소기업 제품을 중심으로 -

  • Kim, Jae-Hun (Dept. of Business Administration, Pusan National University) ;
  • Shin, Jong-Kuk (Dept. of Business Administration, Pusan National University)
  • Received : 2019.08.28
  • Accepted : 2019.12.04
  • Published : 2019.12.31
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study is to investigate the effect of salesperson's adaptive selling tactics on consumers who purchase Small and Medium Enterprises' product with the help of salespeople in the store. Specifically, we examine whether salesperson's adaptive selling tactics affect consumers hedonic shopping value and utilitarian shopping value. Furthermore, we try to figure out the effect of shopping value on the salesperson relationship commitment and consumer product satisfaction. The subjects of this study have surveyed the consumers with experience in purchasing SME's products through salespeople in the Gyeongnam area. As data process, SPSS 21.0 was used as the analysis tool and AMOS 21.0 was used to analyze the structural equation model. The implications of these findings are as follows. First, the salesperson's role has a positive effect on the consumer's product satisfaction. Second, it can be suggested that the salesperson's adaptive selling tactics are an important variable affecting the consumer's shopping value. Third, the results on the consumers who have hedonic shopping value have a strong positive influence rather than the consumers who have the utilitarian shopping value. The adaptive selling tactics of the salesperson should be encouraged to increase sales performance. In order to generate more performance in a competitive market environment, it is necessary to continuously strive to increase contact between the salesperson and the consumer in order to improve the quality of the relationship.

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.

Keywords

References

  1. Aaker, D. A.(1996), "Measuring Brand Equity Across Products and Markets", California Management Review, 38(3), 102-120. https://doi.org/10.2307/41165845
  2. Ahn, J. W.(2019), "The effect of customer participation on encounter satisfaction: moderating of participation and commitment velocity", Management & Information Systems Review, 38(3), 81-96. https://doi.org/10.29214/damis.2019.38.3.005
  3. Anderson, E., and Weitz, B.(1992), "The use of pledges to build and sustain commitment in distribution channels", Journal of Marketing Research, 29(1) 18-34. https://doi.org/10.1177/002224379202900103
  4. Anderson, James C. and James A. Narus (1984), "A Model of the Distributor's Perspective of Distributor-Manufacturer Working Relationships", Journal of Marketing, 48 (4), 62-74. https://doi.org/10.1177/002224298404800106
  5. Babin, B. J., W. R. Darden, and M. Griffin (1994), "Work and/or fun: Measuring hedonic and utilitarian shopping value", Journal of Consumer Research, 20(4), 644-656. https://doi.org/10.1086/209376
  6. Bodkin, C. D. and Stevenson, T. H.(1993), "Adaptive behavior in selling: a discriminant analysis of the effect of situational variables", Journal of Marketing Management, 3(2), 25-35.
  7. Corporate Communications Harris Interactive (2013), Consumers Continue Using Online Retailers Long After Holiday Season, New York, Harris Poll
  8. Cronin, J. J., Brady, M. K., & Hult, G. T. M.(2000), "Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments", Journal of Retailing, 76(2), 193-218. https://doi.org/10.1016/S0022-4359(00)00028-2
  9. Czepiel, J. A.(1990), "Service Encounters and Service Relationships: Implications for Research", Journal of Business Research, 20(1) 13-21. https://doi.org/10.1016/0148-2963(90)90038-F
  10. Dlodlo, N.(2014), "Developing an online shopping value framework for consumers of non-store fashion brands", International Business and Economics Research Journal, 13(6), 1359-1374.
  11. Fornell, C., and Larcker, D. F.(1981), "Structural equation models with unobservable variables and measurement error: Algebra and statistics", Journal of marketing research, 18(3) 382-388. https://doi.org/10.1177/002224378101800313
  12. Fornell, Claes. and William T. Robinson (1983), "Industrial Organization and Consumer Satisfaction/Dissatisfaction", Journal of Consumer Research, 9(4), 403-412. https://doi.org/10.1086/208934
  13. Frazier, Gary L. and John Summers(1984), "Interfirm Influence Strategies and Their Application within Distribution Channels", Journal of Marketing, 48(3), 43-55. https://doi.org/10.1177/002224298404800305
  14. Ganesan, H.(1994), "Determinants of long-term orientation in buyer-seller relationships", Journal of Marketing, 58(2), 1-9. https://doi.org/10.1177/002224299405800201
  15. Gilbert A. Churchill, Jr., Neil M. Ford, Steven W. Hartley and Orville C. Walker, Jr.(1985), "The Determinants of Salesperson Performance: A Meta- Analysis", Journal of Marketing Research, 22(2), 103-118. https://doi.org/10.1177/002224378502200201
  16. Hair, J. F., Black, W. C., Babin, B. J., and Anderson, R. E.(2010), Multivariate data analysis: A global perspective (7th ed.) Upper Saddle River, NJ: Pearson Education.
  17. Homburg, Christian, Michael Muller, and Martin Klarmann(2011), "When Should the Customer Really be King? On the Optimum Level of Salesperson Customer Orientation in Sales Encounters", Journal of Marketing, 75(2), 55-74. https://doi.org/10.1509/jm.75.2.55
  18. Jang, B. J., and Huh, J. W.(2017), "Effects of Communication Styles of Convention Service Providers on Relationship Commitment and Switching Intention: Based on the Users of Korean Convention Centers", The Tourism Sciences Society of Korea, 29(1), 373-390.
  19. Jones, M. A., Reynolds, K. E., and Arnold, M. J.(2006), "Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes", Journal of Business Research, 59(9), 974-981. https://doi.org/10.1016/j.jbusres.2006.03.006
  20. Kang, K. W., Chung, K. H., and Shin, J. I. (2018), "The Effect of Airline Service Quality on Value, Commitment and Loyalty", Journal of the Korean Data Analysis Society, 20(5), 2249-2261. https://doi.org/10.37727/jkdas.2018.20.5.2249
  21. Kim, H. K., Cho, H. J.(2007), "The Effect of Customer Satisfaction and Commitment on Repurchasing Intention - Focusing on Internet Shopping", Korea Research Academy of Distribution and Management, 10(2), 81-102. https://doi.org/10.17961/jdmr.10.2.200706.81
  22. Kim, S. H.(2007), "A Study on Relationship of Salesperson's Attachment Tendency, Relationship Beliefs, and Adaptive Selling", Journal of Korean Marketing Association, 22(2), 135-175. https://doi.org/10.6107/JKHA.2011.22.3.135
  23. Kim, S. Y., and Park, M. S.(2011), "A Study on the Purchasing Motivation and Satisfaction towards the Ethical Products for Married Women", Korean Consumption Culture Association, 14(4), 95-117.
  24. Kohsuwan, P., and Lawkobkit, M.(2013), "Focal determinants of service fairness and service recovery satisfaction in cloud computing", AU-GSB e-Journal, 6(1), 12-20.
  25. Lee, H., and Kim, J. H.(2018), "Effects of Salespersons' Appreciative Inquiry and Emotional Labor on Adaptive Selling Behavior and Customer Satisfaction", The Society of Digital Policy & Management, 16(8), 151-159.
  26. Lee, K. M., and Kim, S. H.(2016), "The Influence of Selling Behavior on Customer Trust and Sales Performance", Journal of Marketing Studies, 24(4), 1-27.
  27. Lee, S. G., Moon, S. Y., and Choi, J. H. (2014), "Effect of Service Encounter Factors on Customer Satisfaction, Re-use Intention, and Word-of-mouth Effect: Focused on Small Parcel Delivery Man's Performance", Journal of the Korean Data Analysis Society, 16(3), 1227-1240.
  28. Lee, Y. C., and You, J. W.(2016), "The Effect of Salesperson's Role Stress on Work Engagement and Adaptive Selling Behavior: Moderating Role of Entrepreneurship Orientation and Creativity", Asia Pacific Journal of Small Business, 38(2), 1-24.
  29. Meyer, J. P., and Herscovitch, L(2001), "Commitment in the Workplace: Toward a general model", Human Resource Management Review, 11(3), 299-326. https://doi.org/10.1016/S1053-4822(00)00053-X
  30. Micheals, R. E. and Dixon, A. L.(1994), "Sellers and buyers on the boundary: potential moderators of role stress - job outcome relationships", Journal of the Academy of Marketing Science, 22(1), 62-73. https://doi.org/10.1177/0092070394221006
  31. Mitra, A.(2016), Fundamentals of Quality Control and Improvement Amitava Mitra, John Wiley and Sons.
  32. Moorman, C., Zaltman, G., and Deshpande, R.(1992), "Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations", Journal of marketing Research, 29(3), 314. https://doi.org/10.1177/002224379202900303
  33. Morgan, R. M., and Hunt, S. D.(1994), "The Commitment Trust Theory of Relationship Marketing", Journal of Marketing, 58(3), 20-38. https://doi.org/10.1177/002224299405800202
  34. Oh, M. O., Shin, J. K.(2018), "Effects of Eco-friendly Visual Merchandising on Green Consumer Behavior", Journal of the Korean Data Analysis Society, 20(5), 2519-2532. https://doi.org/10.37727/jkdas.2018.20.5.2519
  35. Oliver, R. I.(1980), "A cognitive Model of The Antecedent and Consequences of Satisfaction Decision", Journal of Marketing Research, 17(4), 460-469. https://doi.org/10.1177/002224378001700405
  36. Park, B. H., Ju, K. J.(2016), "Investigating Structural Relationships among Service Quality, Relationship Quality, Re-use Intention, and Recommendation Intention; A Focus on Customers in the Healthcare Industry", Management & Information Systems Review, 35(5), 209-223 https://doi.org/10.29214/damis.2016.35.5.011
  37. Park, E. S.(2014), "Study on the effect of convention center's service on relational commitment and behavioral intention - Based on KINTEX", Journal of Convention Sciences, 14(2), 7-24.
  38. Park, J. S., Pyun, J. B.(2018), "The Effect of Utilitarian and Hedonic Value Provided by Web Advertising Mail on Open-market Firm's Loyalty", Journal of the Korean Data Analysis Society, 20(1), 203-215. https://doi.org/10.37727/jkdas.2018.20.1.203
  39. Porter, S. S., J. L. Wiener and G. L. Frankwick(2003), "The Moderating Effect of Selling Situation on the Adaptive Selling Strategy-Selling Effectiveness Relationship", Journal of Business Research, 56(4), 275-281. https://doi.org/10.1016/S0148-2963(02)00440-X
  40. Rhee, Y. Ju.(2017), "Relationship of price perception, delivery system, and purchase satisfaction on overseas online purchasing service", Korea Digital Design Society, 17(2), 1-12.
  41. Richard G. McFarland, Goutam N. Challagalla, and Tasadduq A. Shervani (2006), "Influence Tactics for Effective Adaptive Selling", Journal of Marketing, 70(4), 103-117. https://doi.org/10.1509/jmkg.70.4.103
  42. Richard G. McFarland, Goutam N. Challagalla, and Tasadduq A. Shervani (2006), "Influence Tactics for Effective Adaptive Selling", Journal of Marketing, 70(4), 103-117. https://doi.org/10.1509/jmkg.70.4.103
  43. Roman, Sergio, and Dawn Iacobucci (2010), "Antecedents and Consequences of Adaptive Selling Confidence and Behavior: A Dyadic Analysis of Salespeople and their Customers", Journal of the Academy of Marketing Science, 38(3), 363-382. https://doi.org/10.1007/s11747-009-0166-9
  44. Schriesheim C. A., Hinkin T. R.(1990), "Influence tactics used by subordinates: A theoretical and empirical analysis and refinement of the Kipnis, Schmidt, and Wilkinson subscales", Journal of Applied Psychology, 75: 246-257. https://doi.org/10.1037/0021-9010.75.3.246
  45. Suh, M. S., Hur, S. R.(2019), "A Study on the Influence of Customer Experience on the Intention to Stay in Store; The Moderating Role of Self-Construal Levels", Management & Information Systems Review, 38(3), 211-225. https://doi.org/10.29214/damis.2019.38.3.013
  46. Venkatesh, R., Ajay K. Kohli, and Gerald Zaltman(1995), "Influence Strategies in Buying Centers", Journal of Marketing, 59 (3), 71-82. https://doi.org/10.1177/002224299505900206
  47. Weitz, Barton A(1990), "Adaptive selling: Conceptualization, Measurement and Nomological validity", Journal of marketing Research, 27(1), 61-69. https://doi.org/10.1177/002224379002700106
  48. Weitz, Barton A., Harish Sujan, and Mita Sujan (1986), "Knowledge, Motivation, and Adaptive Behavior: A Framework for Improving Selling Effectiveness", Journal of Marketing, 50(4), 174-19. https://doi.org/10.1177/002224298605000404
  49. Westbrook, R., Reilly, M. D(1983), Value-percept disparity: an alternative to the disconfirmation of expectations theory of consumer satisfaction, Advances in Consumer Research, Association for Consumer Research, Ann Arbor, MI, 256-61.
  50. Wong, Y. T., Osman, S., Jamaluddin, A., and Yin-Fah, B. C.(2012), "Shopping motives, store attributes and shopping enjoyment among Malaysian youth", Journal of Retailing and Consumer Services, 19(2), 240-248. https://doi.org/10.1016/j.jretconser.2012.01.005
  51. Yi You Jae(2000), "A Theoretical Examination of Customer Satisfaction Research: Findings and Outlook", Journal of Consumer Studies, 11(2), 139-166.
  52. Yukl, Gary and J. Bruce Tracey(1992), "Consequences of Influence Tactics Used with Subordinates, Peers, and the Boss", Journal of Applied Psychology, 77(4), 525-35. https://doi.org/10.1037/0021-9010.77.4.525
  53. Yuksel, A., and Yuksel, F.(2007), "Shopping risk perceptions: Effects on tourists' emotions, satisfaction and expressed loyalty intentions", Tourism Management, 28(3), 703-7. https://doi.org/10.1016/j.tourman.2006.04.025