수입 자동차 유통채널에서 영업사원에 대한 통제가 영업사원의 영업유형 및 영업성과에 미치는 영향:LMX의 조절효과를 중심으로

In this study, the causal relationship between activity control, capability control, outcome control, which are the factors of the sales control system for salespersons, selling orientation and customer orientation, which are sales types of salespeople, and sales performance of salespeople in the distribution channel environment of imported automobiles were investigated. Also, the moderating role of LMX was confirmed in the causal relationship between the factors of the sales control system and the sales type of salespersons. To establish a research model based on theoretical prior research, and to verify the research hypothesis, data were collected by conducting a face-to-face survey on 208 salespeople working at imported car sales offices. We performed empirical analysis using SPSS 21 and AMOS 21 statistical packages and PROCESS Macro 3.5. As a result of the analysis, it was confirmed that all channel relationships were statistically significant except for the channel relationship between capability control among the factors of the sales control system and selling orientation among the sales types of salespeople. In particular, the effect of outcome control, an element of the sales control system, on the salesperson’s selling orientation, and activity control, an element of the sales control system, on the customer orientation of the salesperson were found to be relatively strong compared to other channel relationships. In addition, it was confirmed that sales-oriented sales and customer-oriented sales, which are the sales types of salespeople, had a considerable effect on the sales performance of consular officers. On the other hand, as a result of confirming the moderating effect of LMX in each path relationship between the three factors of the sales control system, activity control, capability control, and outcome control, and selling orientation and customer orientation, which are the types of sales of young employees, the factors of the sales control system It was confirmed that there was a moderating effect of LMX in the relationship between the middle capability control and the outcome control on the sales orientation of salespersons. In other words, it was found that competency control had a statistically significant effect on salesperson’s selling orientation only when the LMX level was high, but when the LMX level was low or average, capability control had no effect on the salesperson’s selling orientation. On the other hand, the effect of result control on salesperson’s selling orientation was statistically significant at various levels of LMX, confirming that the higher the LMX level, the higher the influence of outcome control on salesperson’s selling orientation. Finally, theoretical and practical implications were derived based on the empirical analysis results, and the limitations of this study and future research directions were described.