관계유대가 판매원의 심리적 반응 및 경계확장행동에 미치는 영향: 직무 요구-자원 모델의 실증적 검증

Abstract

판매원은 고객과의 상호작용을 통해 관계를 형성하고 발전시키는 대표적인 고객접점 종업원이며, 기업을 대신하여 고객을 관리하고 관계를 유지하는 중요한 역할을 수행한다. 판매원은 기업과 고객 사이에 위치하여 고객과 직접적으로 소통할 뿐만 아니라 고객과의 상호작용으로 얻은 고객의 욕구 및 고객 정보를 기업 내부에 전달하는 고객 정보의 원천이 된다. 이와 같이 고객 등 기업 외부의 이해관계자 및 기업과 기업내부의 이해관계자와 관련하여 관계를 맺는 판매원은 경계확장자의 역할을 담당하게 된다. 본 연구에서는 직무 요구-자원 모델의 관점으로 관계유대가 감정적인 측면을 포함한 심리적 반응인 개인-직업 적합성 및 감정고갈, 직무만족에 미치는 영향을 살펴보며, 판매원의 행동적 측면인 경계확장 행동에 미치는 영향력을 살펴보고자 하였다. 또한 판매원의 회복탄력성이 감정고갈에 어떻게 작용하는지 살펴보며, 감정고갈과 관련하여 조절효과가 있는지 확인하고자 하였다. 이를 위해 금융 산업 및 IT 산업 관련 판매원, 자동차 판매원 365명을 대상으로 설문조사를 실시하였다. 본 연구에서 제시한 가설을 검증하여 다음과 같은 연구결과를 확인하였다. 첫째, 본 연구에서 제시한 관계유대의 네 가지 요소(경제적 유대, 구조적 유대, 내부적 사회유대, 외부적 사회유대)는 판매원의 개인-직업 적합성을 높이는 것으로 확인되었다. 둘째, 판매원의 개인-직업 적합성이 높을수록 판매원이 느끼는 감정고갈은 감소하고 직무만족이 높아진다. 또한 감정고갈은 판매원의 직무만족을 저해하는 요소인 것을 확인할 수 있다. 셋째, 직무만족이 높을수록 판매원의 경계확장 행동은 높아진다. 구체적으로 판매원이 직무만족을 하게 되면 서비스 전달 행동 및 외부적 대표 행동, 내부적 영향 행동이 강화된다. 넷째, 판매원의 개인 성향인 회복탄력성은 감정고갈을 낮추는 요인으로 확인되었다. 그러나 개인-직업 적합성이 감정고갈에 미치는 영향에 대해서 조절효과를 가지지 못한 것으로 나타났다. 또한 감정고갈이 직무만족에 미치는 영향에도 조절효과가 없는 것을 확인하였다. 추가적으로 구조적 유대가 개인-직업 적합성에 미치는 영향에서 금융관련 판매원은 구조적 유대가 개인-직업 적합성에 미치는 영향이 유의하지 않았으나, IT 산업 관련 판매원의 경우 구조적 유대가 개인-직업 적합성에 긍정적으로 작용하였다. 또한 관계유대가 개인-직업 적합성에 미치는 영향에 대한 근무기간에 대한 차이는 경제적 유대의 경로에서 나타났다. 본 연구에서는 관계유대가 판매원이 인식하는 환경적 자원이 되며 개인-직업 적합성은 직업과 관련한 심리적인 부분에서의 자원이 되는 것을 확인하였다. 또한 회복탄력성은 직무적인 측면에 영향을 주는 개인적 자원의 역할을 검증하였다. 이를 통하여 판매원의 감정고갈이 낮아지고 직무만족이 높아져 경계확장 행동을 강화하는 것으로 나타났다. 결론적으로, 기업은 판매원의 감정적인 측면을 관리하기 위해 경제적인 부분과 직업설계에 있어서 자율성, 관계적인 측면에서의 지지까지 전반적인 부분을 고려해야 한다. | Salespeople are representative of frontline employees who form and develop relationships through customer interaction and play a pivotal role in managing customers and maintaining the relationships in place of companies. Being situated between companies and customers, salespeople not only directly communicate with customers but also become the source of customer information which delivers the needs and information of customers. Salespeople, who develop relationships with the external interested parties of firms such as customers, with companies, and with the interested parties within companies, assume the role of boundary spanners. This study tried to examine the effects of relationship bonds on the psychological responses(P-J fit, emotional exhaustion, and job satisfaction) in the perspective of job demands-resources model and the effects on boundary-spanning behavior which is the behavior aspect of salespeople. In addition, it looked at how the resiliency of salespeople affects emotional exhaustion and identified whether the moderating effect exists with regard to emotional exhaustion. In order to achieve this study objective, questionnaire surveys which targeted a total of 365 salespeople working in the finance industry, the IT industry, and the automobile industry were conducted. Based on the verification of this study's proposed hypothesis, the results are summarized as the following. First, the four types of relationship bonds-financial bonds, structural bonds, internal social bonds, and external social bonds-have proved to enhance P-J Fit of salespeople. Second, emotional exhaustion decreases and job satisfaction increases as P-J Fit goes higher. Also, emotional exhaustion is an element which hinders salespeople's job satisfaction. Third, the boundary-spanning behavior of salespeople increases as job satisfaction goes up. To put it concretely, when salespeople are satisfied with their jobs, service delivery, external representation, and internal influence are strengthened. Fourth, resiliency, an individual inclination of salespeople, has proved to lower emotional exhaustion. However, it was found that the effect of P-J Fit on emotional exhaustion did not have regulation effect. Furthermore, regulation effect did not exist in the effect of emotional exhaustion on job satisfaction. In addition, when it comes to the structural bonds of P-J Fit, the effect of the structural bonds of the salespeople working in the fields related to finance on P-J Fit was not meaningful but the effect of the structural bonds of the salespeople working in the fields related to the IT industry on P-J Fit was positive. Also, the service period differences regarding the effect of relationship bonds on P-J Fit appeared at the channels of economic ties. This study confirmed that relationship bonds become the environmental resources perceived by salespeople and P-J Fit becomes the resources in the psychological part of occupations. Also, resiliency verified the role of a personal resource which influences occupational aspects. When referring to the aforementioned findings, boundary-spanning behavior was reinforced when salespeople's emotional exhaustion got lower and job satisfaction went higher. In conclusion, in order to manage the emotional aspect of salespeople, companies must take into account overall parts that range from autonomy to the aspect of relationships in the economic part and the part of occupation design.; Salespeople are representative of frontline employees who form and develop relationships through customer interaction and play a pivotal role in managing customers and maintaining the relationships in place of companies. Being situated between companies and customers, salespeople not only directly communicate with customers but also become the source of customer information which delivers the needs and information of customers. Salespeople, who develop relationships with the external interested parties of firms such as customers, with companies, and with the interested parties within companies, assume the role of boundary spanners. This study tried to examine the effects of relationship bonds on the psychological responses(P-J fit, emotional exhaustion, and job satisfaction) in the perspective of job demands-resources model and the effects on boundary-spanning behavior which is the behavior aspect of salespeople. In addition, it looked at how the resiliency of salespeople affects emotional exhaustion and identified whether the moderating effect exists with regard to emotional exhaustion. In order to achieve this study objective, questionnaire surveys which targeted a total of 365 salespeople working in the finance industry, the IT industry, and the automobile industry were conducted. Based on the verification of this study's proposed hypothesis, the results are summarized as the following. First, the four types of relationship bonds-financial bonds, structural bonds, internal social bonds, and external social bonds-have proved to enhance P-J Fit of salespeople. Second, emotional exhaustion decreases and job satisfaction increases as P-J Fit goes higher. Also, emotional exhaustion is an element which hinders salespeople's job satisfaction. Third, the boundary-spanning behavior of salespeople increases as job satisfaction goes up. To put it concretely, when salespeople are satisfied with their jobs, service delivery, external representation, and internal influence are strengthened. Fourth, resiliency, an individual inclination of salespeople, has proved to lower emotional exhaustion. However, it was found that the effect of P-J Fit on emotional exhaustion did not have regulation effect. Furthermore, regulation effect did not exist in the effect of emotional exhaustion on job satisfaction. In addition, when it comes to the structural bonds of P-J Fit, the effect of the structural bonds of the salespeople working in the fields related to finance on P-J Fit was not meaningful but the effect of the structural bonds of the salespeople working in the fields related to the IT industry on P-J Fit was positive. Also, the service period differences regarding the effect of relationship bonds on P-J Fit appeared at the channels of economic ties. This study confirmed that relationship bonds become the environmental resources perceived by salespeople and P-J Fit becomes the resources in the psychological part of occupations. Also, resiliency verified the role of a personal resource which influences occupational aspects. When referring to the aforementioned findings, boundary-spanning behavior was reinforced when salespeople's emotional exhaustion got lower and job satisfaction went higher. In conclusion, in order to manage the emotional aspect of salespeople, companies must take into account overall parts that range from autonomy to the aspect of relationships in the economic part and the part of occupation design.