판매원의 감정부조화와 심리적·행동적 반응의 관계: 감정지능과 사회적 지원의 조절효과를 중심으로

This research lays its purpose on proving that emotional dissonance which salespersons experience in the sales process could affect not only their behaviors but also psychological state. and also examining the relation between psychological and behavioral responses influenced by the emotional dissonance. In addition. its purpose also is to take a look at factors which can moderate the effect of emotional dissonance on psychological and behavioral responses. This research has tried to present subjective well-being as a psychological response and customer-oriented selling behaviors as a behavioral response possibly influenced by emotional dissonance. And also it has tried to present the emotional intelligence of salespersons at the personal level and social support at the organizational level as factors possibly moderating the negative effect of emotional dissonance on psychological and behavioral responses. This is for emphasizing the importance of emotions experienced by salespersons. their emotional ability. and organizational support in their satisfaction and performance. and that those are the factors which marketing managers should include in their marketing strategies when carrying out internal marketing plans in the future. As a result of the research. it was revealed that emotional dissonance has a negative effect on salespersons' subjective well-being and customer-oriented selling behaviors. and salespersons' emotional intelligence and social support for them moderate this negative effect. In addition. it was found that subjective well-being as a psychological response has an effect on customer-oriented selling behaviors as a behavioral response. These results show tha salespersons' emotional dissonance affect not only behavioral but also psychological responses. and make it clear that emotional intelligence as a personal characteristic and social support as organizational supper can moderate a wide range of the effects. Furthermore it was indicated that the loss of subjective well-being due to emotional dissonance affects sale persons' customer-oriented selling behaviors. showing a sequential process of negative effects that emotional dissonance affects another psychological response and this pychological response affecs behavioral response in order. Based on these results. the following implications ere presented. First. various studies focusing on enhancing salespersons' performance mainly have laid emphasis on employees' satisfaction through incentive, pay raises, superior welfare and employees' sales performance through training, increase in communications, and so on, while it is the actual state where there is lack of studies on emotions experienced by salespersons in the sales process. This research specified consequences resulting from emotional dissonance by dividing responses influenced by the emotional phenomenon into psychological and behavioral responses. focusing on salespersons' emotions. Through this. it presents a wide range of effects which salesperson's emotions could have on them. Second. this research presents emotional intelligence and social support as variables moderating the effect of salespersons' negative emotional phenomena on their psychological and behavioral responses. While previous studies regarding emotional dissonance focused on factors causing emotional dissonance and consequences from it. this research has extended the range and presented moderators possibly mitigating the negative effect of emotional dissonance. Therefore this research has paved the way for paying attention to finding variables possibly moderating the effect of negative emotional phenomena experienced by salespersons in studies regarding salespersons. Third. even if there is the large effect of subjective well-being on human behaviors. there has been lack of empirical study at the organizational dimension. However well-being should be regarded as not a personal matter but an important factor affecting organizational productivity and profits. In light of this situation. this research presents subjective wellbeing as one of salespersons' psychological responses. and also presents factors likely to affect and behavioral responses possibly resulting from subjective well-being and. Therefore this research has paved the way to develop theoretical discussions on subjective well-being from a marketing perspective. Fourth. there is he increasing percentage of emotional labor employees in enterprises. In this situation. enterprises should correctly grasp psychological tension which employees are likely to experience during performing emotional labor. and then establish proper countermeasures against it. This research presents necessity for considering specific programs for effectively choosing and managing employees in order to decrease the negative effect of employees' emotional dissonance. Fifth. this research suggests that emotional intelligence is an important ability to employees frequently interacting with customers. Enterprises are also needed to choose salespersons with higher levels of emotional intelligence and help them improve it and maintain the improved level. Emotional intelligence is partly an personal innate feature but according to researchers of it have indicated that it could be improved by consistent learning. Therefore through continuous in-house education and training for employees. enterprises also should try to find out proper strategies to improve their emotional intelligence. Sixth. this research suggests that social support is an important factor which should be provided at the organizational dimension to employees frequently interacting with customers. Employees whose perceived levels of emotional dissonance are very high come to make efforts to overcome or at least hide it. and this could reduce subjective well-being and have negative effects on sales behaviors to customers. However their recognition of external social support helps them overcome emotional dissonance so that its negative effect on salespersons' psychological and behavioral responses could be reduced. Therefore this research indicates that enterprises not only pay attention to attain performance goals through positive sales behaviors but also should make efforts to support them at the enterprise dimension. Enterprises should implant recognition that employees could get help from others when they are faced with difficulties in them. and also be needed to make them have feelings that they are not " alone" but "together" through active and practical support. This research presents various psychological and behavioral responses possibly influenced by salespersons' negative emotional phenomena through examining the relation between emotional. psychological and behavioral responses among salespersons in sales situation, and also provides better and further understanding of salespersons' responses by suggesting methods of moderating it.