영업사원의 관계마케팅 노력이 여전히 중요한가?: B2B 영업과 B2C영업의 차이 비교

This study examines whether relationship marketing efforts of companies and salespeople lead to positive relational performance. The purpose of this study is to explore the causal relationships between relational parameters (quality of relations), relational antecedents, and relational outcomes. In addition, in order to understand whether the relationship marketing strategy has influence differently depending on the situational factors, I tried to figure out in which situation the relationship marketing strategy is more effective by comparing the B2C sales and the B2B sales as the situational factors. As a result of the study, it was confirmed that the relational selling of salespersons and the activity and end-results orientation of salespeople have a positive effect as antecedent variables affecting relational mediator(relationship quality). However, contrary to expectations, it was found that the expertise of the salesperson did not have a statistically significant effect on the relationship quality. It was confirmed that the relationship quality with the customer had a positive effect on the performance of the salesperson and the anticipation of future interaction. On the other hand, the effect of relationship quality, which is a relational mediator, on salesperson performance showed no difference between B2B sales and B2C sales. These results show that the influence of relationship marketing efforts on performance is still critical regardless of situational factors. However, it was found that the effect of relationship quality on the anticipation of future interaction is greater in B2B sales than in B2C sales. This suggests that B2B sales is a more important task to maintain and develop stable and strong relationships with partners.