문화간 판매접점에서 판매원 문화지능의 조절효과

• 영문명: The Moderating Effects of Salesperson s Cultural Intelligence in Intercultural Sales Encounters
• 발행기관: 한국유통과학회
• 저자명: 공란란(Lan Lan Kong) 김형길(Hyoung Gil Kim) 김윤정(Yun Jeong Kim)
• 간행물 정보: 『유통과학연구(JDS)』제15권 제12호, 85~94쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2017.12.30

영문 초록

Purpose - Owing to economic development and rapid globalization, the number of people traveling abroad has increased dramatically in recent years. For instance, according to data from World Tourism Organization, approximately 1,724 million tourists traveled abroad in 2016. This phenomenon has resulted in a change for domestic markets, as they no longer serve only domestic customers but also serve foreign customers as well. Therefore, intercultural service encounters between services providers and customers from diverse cultural backgrounds are becoming more frequent. Especially in the field of retailing, salesperson s customer oriented selling behavior is particularly important for the successful interactions. However, it is hard to find some factors that can improve salesperson s customer oriented selling behavior in intercultural sales encounters. Research design, data, and methodology - A quantitative survey methodology was utilized to collect data on 312 salespeople at duty-free shops located on Jeju Island, Korea. As a tourism-based region, Jeju Island has attracted a large number of foreign tourists since being designated as an international free city in 2002. Owing to this phenomenon, intercultural sales encounters between salespersons and customers from different cultures have become commonplace. Compared to other salespeople, salespeople working in duty-free shops have more frequent intercultural interactions, as over 90% of their total customers are from foreign countries. Additionally, regular professional training programs for salespeople help cultivate cultural intelligence. Data analysis was conducted using SPSS 20. Results - This paper explores the role of empathy and cultural intelligence in intercultural sales encounters using a theoretical model incorporating the causal relationships between empathy(cognitive empathy and emotional empathy) and customer oriented selling behavior, as well as the moderating effects of cultural intelligence in thes

목차

1. 서 론

2. 선행연구 고찰

3. 연구방법

4. 실증분석

5. 연구결과 토론 및 시사점

References

키워드

Salesperson Cognitive Empathy Emotional Empathy Customer Oriented Selling Behavior Intercultural Sales Encounters