영업사원의 영업역량이 영업성과에 미치는 영향

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A Study on Salespersons' Competencies
affect Sales Performance

Kim Yeong-chun
Advisor : prof. Jong-rok Yoon, Ph.D.
Department of Business Adminstration
Graduate School of Chosun University

This study examines the effect of Salespersons' competency on their sales performance. A total of 400 copies of the questionnaire were distributed and 342 were collected, 324 of which were valid.
This study consisted of as follows: Chapter Ⅰ presented problems, purposes, range and method of the study.
Chapter Ⅱ examined variables theoretically based on previous studies.
Chapter Ⅲ designed a study model based on theoretical background and presented hypotheses of the study.
Chapter Ⅳ explained the composition of the questionnaire to verify hypotheses presented in Chapter Ⅲ, sampling, characteristics, data collection, and analysis approaches. Chapter Ⅴ described results of assumption verified through test and analyses of the data.
Chapter Ⅵ summarized the results of the study and presented implications of the results, limitations and study directions.
To achieve the purposes, this study surveyed Salespersons' residing in of questionnaire and for the data collected,
This study conducted a frequency test, a t-test and ANOVA for statistical analysis.
The results are summarized as follows:
This study focused on factors needed to increase Sales Performance and set up a research frame on relations between Sales Performance of employees, salesclerks' intervening effects.
Then the followings suggestions were obtained:
First, as theoretical suggestions, this study discovered that capability of Salespersons' of had effects on although existing studies targeted company members of companies. It means that factors needed to successfully perform it can be known as job activity of employees is directly connected with Sales Performance.
Second, it was discovered that capability of had positive effect on Sales Performance This study suggests that a factor to be developed to increase performance of employees is employees' capability which can be helpful to better Sales Performance Therefore, this study discovered that interpersonal understanding, customer-orientation, interpersonal relations, analytical thinking, and information collection should be considered to increase Sales Performance of sales employees.
This study has a limitation that the targets randomly selected.
As there was a difference between numbers of company members which took part in each research, the results can not be generalized. Further studies should be organized in the process to select subjects and deal with equal number of samples per company.
Alternative Title
A Study on Salespersons' Competencies affect Sales Performance
Alternative Author(s)
Kim Yeong-chun
조선대학교 경영대학원
경영대학원 경영학석사학위과정
Awarded Date
Table Of Contents

I. 서 론 1
1.1. 문제제기 및 연구의 목적 1
1.2. 연구의 방법 및 범위 3
1.3. 논문의 구성 4

Ⅱ. 이론적 배경 5
2.1 영업사원의 개념 및 역할 5
2.1.1 영업사원의 개념 5
2.1.2 영업사원의 역할 6
2.2 영업사원의 역량 7
2.2.1 역량의 개념 7
2.2.2 역량의 구성요소 13
2.2.3 영업역량에 관한 선행연구 16
2.2.4 영업사원의 역량 18
2.3 영업성과 21
2.3.1 영업성과의 개념 21
2.3.2 영업성과의 측정 25
2.2.3 영업성과에 대한 선행연구 26

Ⅲ. 연구 모형의 설계 및 가설 설정 28
3.1 연구모형의 설계 28
3.2. 가설의 설정 29

Ⅳ. 연구방법 30
4.1 표본의 선정 및 특성 30
4.2.1 표본 선정 및 자료수집 30
4.2.2 표본의 특성 31
4.2 변수의 조작적 정의 및 측정 32
4.3 자료분석 방법 33
4.4 설문지 구성 및 측정 33

Ⅴ. 실증분석 35
5.1 변수의 신뢰성 및 타당성 검증 35
5.2 상관관계 분석 38
5.3 차이분석 39
5.3.1 성별에 따른 차이분석 39
5.3.2 학력에 따른 차이분석 40
5.3.3 근속연수별 차이 분산분석 41
5.4. 가설의 검증 43

Ⅵ. 결 론 45
6.1. 연구결과의 요약 45
6.2. 연구의 시사점 및 한계 46

설 문 지
김영춘. (2017). 영업사원의 영업역량이 영업성과에 미치는 영향.
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Business > 3. Theses(Master)
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