판매원의 기업가정신 결정요소와 기업가정신이 영업성과에 미치는 영향

초록

During periods of highly intensive competition, companies have tried to gain new competitive advantages and new future growth drivers for future survival. Recently, companies are facing difficulties differentiating themselves only with their products and services in the marketplace. With this perspective, many companies have emphasized the importance of sales for their new core competence and it is salesperson that play role of sales. It was realized the importance of salesperson in academic world, and has carried out many studies of them. Advanced research focused on characteristics and tendencies of salesperson. This is a very important factor because characteristics and tendencies of salesperson affect performance. Especially among tendencies of salesperson, recent issues are entrepreneurship. Although entrepreneurship has been tested across many research categories, entrepreneurship has not been investigated extensively in marketing area. Based on advanced researches, the authors proposes conceptual research model as follows. To test the proposed research model and hypotheses, data were collected from 691 salesperson which supply products or services. All the measurement scales in this study come from existing literature with adaptation to fit the purpose of this study. We investigate the reliability, convergent validity, and discriminant validity of the proposed instrument by analyzing data. Overall, the results indicated good psychometric properities, and the measurement model revealed and acceptable fit of the model (χ²=882.70, df=406, p=.000, GFI= .921, CFI= .964, NFI= .936, RMR= .027). Composite reliability, or AVE among the set of indicators that measured and underlying construct, are greater than the recommended threshold value of 0.7 for CR and 0.5 for AVE. Thus, the model provides a good fit to the data as <Table 1>. Using structural equation model, the author checked the proposed model fit and hypotheses. All of model fit index are acceptable (χ²=971.27 df=418, p=.000, GFI= .913, CFI= .950, NFI= .930, CFI= 958, RMR= .035). As a result of the analysis, innovativeness and proactiveness affected salesperson’s positive deep acting and job engagement but not significant on surface acting. In addition, risk taking not significant on emotional labor and job engagement. Lastly, we confirmed that surface acting affected reduce job engagement and deep acting increased job engagement and that job engagement was a positive precedent factor increasing job satisfaction and sales effort. We also identified that strengthening entrepreneurship can reduce anxiety of salesperson such as stress and emotional labor, and give motivation of self development and self satisfaction to them. Based on the study results, this research suggests academical and managerial implications to manage and train salesperson effectively.

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