Journal of the Korea Society for Simulation (한국시뮬레이션학회논문지)

The Korea Society for Simulation (한국시뮬레이션학회)
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A Study on Core Competencies Required for Selection of Car Salespersons & the Relative Importance Between Core Competencies through AHP Analysis

AHP 분석을 통한 자동차 영업사원 선발에 필요한 핵심역량과 핵심역량 간 상대적 중요도에 대한 연구

  • 이한솔 (아주대학교 경영학과 Management Science & Operations Research) ;
  • 전영아 (아주대학교 경영학과 Management Science & Operations Research) ;
  • 장병윤
  • Received : 2021.11.15
  • Accepted : 2022.01.01
  • Published : 2022.03.31
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Abstract

As the automobile market has grown steadily in recent years, consumer expectations have also risen. Therefore, it is necessary for automobile sales offices to create innovative customer value that is different from the past. Auto sales offices are making efforts to select salespeople who fit their management strategies, but they are having difficulties in evaluating their actual internal capabilities. Therefore, in this paper, based on the study of Spencer & Spencer (2008), we reconstruct the core competencies required for salesperson selection, and analyze the core competencies required for today's automobile salespersons by deriving the hierarchical importance between those competencies using AHP analysis. As a result, it was possible to derive the importance of core competencies different from previous studies. This is believed to be mainly due to the modern social market, the characteristics of existing car salespeople, and the tendency of recent customers. This study showed that it is possible to set selection criteria according to the ease and importance of calculating the required competency through AHP analysis. In addition, if the existing research is based on job specifications, this study is different in that it analyzed the actual group of experts.

최근 자동차 시장이 꾸준히 성장해옴에 따라 소비자의 기대치 역시도 높아졌다. 그러므로 자동차 영업소는 과거와는 다른 혁신적인 고객 가치 창출이 필요해졌다. 자동차 영업소는 경영 전략에 맞는 영업사원을 선발하기 위해 노력하고 있으나 실질적인 내적 역량을 평가하기에 어려움을 겪고 있다. 따라서 본 논문에서는 Spencer&Spencer(2008) 연구에 기반하여 영업사원 선발에 필요한 핵심역량을 재구성해보고, 그 역량간 계층적 중요도를 AHP 분석을 활용하여 도출하여 오늘날 자동차 영업사원에게 필요한 핵심역량에 대해 분석한다. 본 연구에서는 기존 연구에 기초하여 주요 핵심역량을 선별하고, AHP 분석을 통해 역량간 상대적 중요도를 도출하였다. 그 결과 과거 연구와는 다른 핵심역량 중요도를 도출해낼 수 있었다. 이는 현대사회 시장과 기존 자동차 영업사원의 특징, 최근 고객들의 성향이 주된 원인일 것으로 판단된다. 본 연구는 AHP 분석을 통한 필요 역량 산출의 용이성, 중요도에 따른 선발 기준 설정이 가능하다는 점을 보였으며, 기존 연구가 직무명세서를 기반해서 이루어졌다면 본 연구는 전문가 집단의 설문조사를 통해 이루어졌다는 점에서 차이가 있다.

Keywords

Acknowledgement

This work was supported by Ajou univeristy research fund.

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