영업사원이 지각한 고객의 지원이 적응판매행동에 미치는 영향 : 금융서비스업을 중심으로

Salespeople are boundary-spanners who interact between the customer and the organization. Interactions with salespeople satisfy customers and increase the value of the company. Therefore, many previous studies emphasized the importance of the interaction between customers and salespeople. This study proposes an integrated model based on the job demand-resource(JD-R) theory to investigate the relationship between customer support as a job resource and product complexity as a job demand. Because customers are cooperative partners, their cognitive and emotional support affects the attitude of the salesperson. As resources, customer expertise, customer role readiness, and customer affect have a positive impact on customer support. Customer support perceived by salespersons improves salespersons' work engagement and further has a positive effect on adaptive selling behavior. The complexity of the product, however, increases the customer's perceived risk and limits the customer's ability to perform the role. This means that product complexity will reduce the salesperson's perceived customer cognitive and emotional support. Based on the job demand-resources theory, this study expanded the scope of application of the theory by suggesting customer support as a job resource. In addition, practical implications related to salespeople were presented based on the research results.