영업직원의 솔루션지향성이 영업성과에 영향을 미치는 심리적 프로세스

This research shows two purposes as follows. One is to explain salesperson’s psychological process, especially how solution orientation links to sales performance, by using two-path model which has been overlooked. The other is to explain the relationship among role stressors, self-efficacy, job satisfaction, and sales performance by using two-path model, which is the key concept in describing psychological process. Data were collected from 213 salespersons with three or more years of experience in industry market, and were analyzed with AMOS 4.0. The results are summarized as follows. There are 7 hypothesis based on social learning theory, regulation focus theory, revised expectancy theory, coping strategy, and role theory. 5 of them are supported with the exception of hypothesis 3 and 4. First, hypothesis 1 and 2 are supported. salesperson’s solution orientation becomes role stressors and generates self-efficacy, so the two-path model shows verification. The logic that insists role change can be the sources of role stress is verified in accordance with the role theory. Also, the logic, which suggests that changes in features of tasks enhances self-efficacy in accordance with Staw(1976)’s revised expectancy theory, turned out to be verifiable. It coincides with Bandura(1977)’s social learning theory that doing a challenging task itself generates self-efficacy. Second, hypothesis 3, which describes that “role stressors will positively impact to self-efficacy” is not supported. The hypothesis 4, “the higher the role stressors is, the lower the job satisfaction will be” also is not supported. The relationship between role stressors and job performance is described as (converted U shaped) inverted U shape or negative relationship. So this research tried to explain the coping strategy which role stressors impact job performance. According to this research, we have to see that the role stressors (exists)exist in itself. This shows a lot of differences compared with other existing research results. The reason is that a salesperson who is capable of solution sales accepts the role stress as something that exists. This is because most existing research is based on service industry or consumer products industry which does not require solution sales. Third, hypothesis 5, which insists “the higher the self-efficacy is, the higher the job satisfaction will be” is supported. Also, the hypothesis 6, “the higher the self-efficacy is, the higher the sales performance will be” is supported. This result testifies that self-efficacy becomes intrinsic motivation and acts as a satisfaction factor. Also, the reasoning that “if salesperson thinks himself to have much self efficacy, he will pay more effort and get higher sales performance” was testified. A lot of research shows that compensation is related with performance. However, challenging tasks, which a salesperson can show self-efficacy, generates higher sales performance even when the performance is not linked with compensation. Finally, the hypothesis 7, that job satisfaction is linked to sales performance are supported. The effect of job satisfaction and self efficacy on sales performance are also supported. This is the result that makes us think over the relationship which was thought to have positive cycle until now. Also, it implies that since job satisfaction consists of various factors, enhancing sales performance through self-efficacy is more reasonable. And this result say effort justification effect. To make a conclusion and summarize, salesperson’s solution orientation takes a psychological process that links performance through self-efficacy. Thus, we can suggest following meaning to sales managers in line with the result of this research. First, considering the trend of sales person’s solution orientation shifting from sales orientation, it would be better to utilize solution orientation in training or sales skill development. Particularly, orientation is important for sales person who’s role is like a boundary linkage in value or behavioral norm. Second, solution orientation has a great effect on raising sales performance through self-efficacy. Therefore not only orientation but also other methods to increase self-efficacy should be sought for. Third, even though role conflict, role ambiguity, and role overload exists, we don’t have to be too conscious of them because they don’t influence positive path. Rather, having no role stress can be regarded as something unusual in practical business. Because that means he is not trying new methods nor new idea. Fourth, job satisfaction and job dissatisfaction is thought to be determined by the appropriateness of rewards toward performance. That’s why many people think reward has all-round capability. However, according to the result of this research, person with high self-efficacy has high level of job satisfaction. Thissupports the two-factor theory. Thus, aligning challenge with self-efficacy is the first thing to consider before planning compensation program. Finally, we can suggest a desirable model in sales area as follows. Person, who follows psychological process that regards challenging task as an internal motivator to raise self-efficacy and realizes high sales performance, is a talent. One of their traits is, they take it for granted that stress always exists. So an important way to talent development is to change value or behavioral norm at an appropriate time.