The Effect of Salesperson Control System on Customer-oriented Selling Behaviors and Sales Performance in Pharmaceutical Distribution Channel

• 발행기관: 한국유통과학회
• 저자명: 정연승(Yeon Sung Jung) 홍금표(Geum Pyo Hong) 이호택(Ho Taek Yi)
• 간행물 정보: 『유통과학연구(JDS)』제15권 제1호, 105~114쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2017.01.30

영문 초록

Purpose - Recently, domestic pharmaceutical market is growing steadily, but top-tier companies are concentrating on sales growth. In this market, SMEs, which account for more than 80% of the entire market, suffer from the problem of lower margins and increasing inventory costs. According to the government s policy changes related to pharmaceuticals, it is pointed out that the management of existing customers and the control of salespeople are important issues for pharmaceutical companies. This study investigates the effect of the control system on the salesperson in domestic pharmaceutical distribution channel on customer-oriented selling behaviors and sales performance. Research design, data, and methodology - To verify the proposed research model and test hypotheses, the authors selected 244 MR(medical representatives)’s responses which have currently relationship with doctors or pharmacists. This study carefully investigated the reliability, content validity, convergent validity, and discriminant validity of the proposed model. Results - The authors find out the following results: capacity control, activity control, and self control have positive effects on customer-oriented selling behaviors and customer-oriented selling behaviors have a positive effect on sales performance. In addition, we present alternative model to check the direct effect between the control systems and the sales performance, but control system factors except self control have no direct influence. Conclusions - First of all, competency control and activity control increases the customer-oriented selling behavior of the salesperson. This means that the salesperson s sales skill, negotiation skill, customer access skill, presentation ability, monitoring, direction and evaluation are important and it is also important to control activities to check the number of visits to customers, report preparation, and customer service etiquette. Second, the fact that self-control of salesperson affects

목차

Abstract

1. 서론

2. 이론적 배경 및 선행연구

3. 연구모형 및 가설설정

4. 실증분석 및 결과

5. 결론 및 시사점

References

키워드

Pharmaceutical Distribution Channel Control System(Formal Control and Informal Control) Customer-oriented Selling Behavior Sales Management