판매원의 감정지능은 고객을 즐겁게 만들 수 있는가?: 내부마케팅과 외부마케팅의 통합적 접근 (Can salesperson’s emotional intelligence make a customer happy?: Integrated approach in the internal marketing and the external marketing)

서지정보

· 발행기관 : 한국경영학회
· 수록지 정보 : 경영학연구 / 39권 / 6호 / 1585 ~ 1621페이지
· 저자명 : 김상희

초록

본 연구는 서비스접점에서 판매원이 고객을 배려하고 고객에게 긍정적 감정을 표현하기 위한 필요한 능력중의 하나로 판매원의 감정지능을 제시하고자 하며 이러한 감정지능이 서비스접점에서 판매원의 판매행위와 고객의 감정적 반응 및 행동에 어떠한 영향을 미치는가를 살펴보고자 한다. 즉 감정지능이 높은 판매원이 고객을 즐겁게 만들고 긍정적 고객행동을창출할 수 있는가를 검토하고자 한다. 이는 판매원의 선발, 교육, 사회화라는 내부마케팅이 궁극적으로 고객의 긍정적 반응을 창출할 수 있는가를 실증적으로 분석하고자 하는 것으로 내부마케팅과 외부마케팅을 통합적 관점에서 살펴볼 수 있는 계기를 마련하고 있다.
연구결과 판매원의 감정지능 중 자기감정인식을 제외한 자기감정조절, 자기동기부여, 타인감정인식, 대인관계유지가 판매원의 긍정적 감정표현과 친소비자행동에 유의한 경향을 미치는 것으로 나타났다. 그리고 이러한 긍정적 감정표현과 친소비자행동이 서비스접점에서 고객의 긍정적 감정경험과 행동으로 이어지는 것으로 나타났다.
이러한 연구결과는 효과적인 내부마케팅은 또한 효과적인 외부마케팅을 창출할 수 있다는 것을 제시하고 있으며 결국 고객을 기쁘게 하기 위해서는 기업의 내부마케팅이 적절해야 함을 시사하고 있다. 본 연구는 판매원의 긍정적 판매행동의선행변수로서 간과되었던 판매원의 감정적 능력인 감정지능을 언급함으로써 기업이 원하는 고객반응을 창출하기 위해서는이를 위한 내부마케팅이 무엇보다 중요함을 제시하고 있다.

영어초록

This study is suggesting salesperson’s emotional intelligence is one of abilities to consider customers and to express positive emotion to customers at service encounter. It is observed about the influence of this emotional intelligence upon salesperson’s selling behavior at the service encounter. This study also shows how the salesperson’s this behavior influence the customers’ emotional response and behavior. In other words, it is examined whether salesperson’s emotional intelligence can make customer happy and promote positive behavior or not. In this purposes it is used empirical analysis to see whether the internal marketing called selection,education, and socialization in salesperson has ultimately the customers' positive response.
It is offering an opportunity available for examining the internal marketing and the external marketing from the integrative perspective.
The previous researchers have studied independently by separating internal and external marketing. A research with the aim of empirically verifying relevancy to this is insufficient.
The prior studies have carried out independently by separating a research of the internal marketing on the influence of salesperson’s propensity, ability, and selling knowledge upon salesperson’s performance. On the other hand research on the external marketing on the influence of several stimuli in a selling situation upon customer’s recognition, behavior, and evaluation. However, what is important in marketing is to perform external marketing through internal marketing. A reason is that enterprise aims to perform the internal marketing by investigating lots of costs is because of leading to customers’ positive responses through this. Accordingly, when salesperson perform service in the process of interacting with customers,the customer recognition on these peoples service needs to be grasp simultaneously. This will just become what properly measure an effect of internal marketing. As this is related to whether the management of employees through selection and education for employees can lead finally to customers’ positive responses. The successful external-marketing strategy through the internal marketing will be a part that will need to be considered deeply from the marketing aspect.
In this aspect, this study aims to attempt the integrated approach in the internal marketing and external marketing by examining the influence of the salesperson’s emotional intelligence upon the salesperson’s positive emotional expression and pro-social behavior to customer’s emotional response and behavior at the service encounter.
The specific objectives of this study are as follows: Firstly, this study aims to examine about the influence of salesperson’s emotional ability upon salesperson’s selling behavior at the service encounter. This study suggests the positive emotional expression and the pro-social behavior to customer as salesperson’s selling behavior. Through this, it aims to examine about the influence of the salesperson’s emotional intelligence upon salesperson’s behavior in the actual selling situation. Second, the aim is to verify the influence of salesperson’s positive emotional expression and pro-social behavior upon customers’ emotional response at the service encounter. In other words, the aim is to examine how the salesperson’s behavior influences by emotional intelligence upon customers’ emotion at the service encounter. Third, to examine the influence of the customers’ emotion, this is formed at the service encounter, upon customers’behavior.
This study aims to examine whether salesperson’s emotional intelligence at service encounter has upon the selling behavior and whether this selling behavior has customers’ emotion,thereby, possibly leading to resulting finally in customers’ positive behavior-this study examine these three aspects. In other words, it aims to suggest a question about whether salesperson’s emotional intelligence makes customer happy and to verify this empirically.
The result of the research shows, salesperson’s emotional intelligence, the regulation of self-emotion, self-motivation, empathy, and social skills except self awareness, were indicated to have significant tendency upon positive emotional expression and pro-social behavior to customer. It was indicated that this positive emotional expression and pro-social behavior to customer were indicated to create customers’ positive emotion and that this leads to customer’s positive behavior. These finding are proposing that the effective internal marketing can create the effective external marketing as well, and are indicating that the company’s internal marketing needs to be proper ultimately in order to make customer happy. This study mentions salesperson’s emotional ability, which had been overlooked as a preceding variable of salesperson’s positive selling behavior, thereby suggesting that the internal marketing for this is important more than anything in order to create customers’ positive response desired by company.

참고자료

· 없음