기업가정신이 회원직접판매 판매원의 정서적 고갈과 직무 만족에 미치는 영향

초록

As researchers and managers are interested in entrepreneurship, entrepreneurship-related researches are being extensively conducted in various fields. Currently in Korea, most researches about entrepreneurship have focused on start-up business and venture enterprise. Although entrepreneurship has been tested across many research categories, it has not been investigated extensively in marketing area. Therefore, this study attempts to investigate the impact of entrepreneurship on psychological and behavioral intention such as emotional exhaustion, job satisfaction, turnover intention for internal marketing. The purpose of this study is to examine how five-dimensional entrepreneurship (innovativeness, proactiveness, risk taking, autonomy, aggressiveness) can affect salespeople’s positive motivation and to suggest some implications of how to manage and train salespeople effectively as internal customers. For this study, data were gathered from the respondents who are direct marketing salespeople and analyzed by using structural equation model. As a result of the analysis, entrepreneurship affected sales people’s positive job satisfaction and reduced their emotional exhaustion which are important antecedents of burn out. In addition, we confirmed that emotional exhaustion affected increase job satisfaction and reduced turnover intention and that job satisfaction was a positive precedent factor decreasing turnover intention. We also identified that strengthening entrepreneurship can reduce anxiety of salespeople 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 salespeople effectively.

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