증권회사는 기업경영의 성과가 영업사원의 역량에 따라 크게 좌우되는 인적판매 산업으로 높은 성과를 창출 할 수 있는 능력을 갖춘 우수 영업 인력이 중요하다. 그러나 그동안 증권회사에 근무하는 프라이빗 뱅커(PB)에 대한 개별특성이나 영업행동 그리고 영업성과에 대한 연구는 매우 부족하였다. 본 연구는 국내 증권회사에 근무하는 PB의 개별특성이 영업행동에 미치는 영향을 실증 분석하고 향후에 영업성과에 미치는 영향을 연구하기 위한 목적으로 실시되었다. 2013년 3월 전국의 국내 증권회사에 근무하는 PB 600명에게 설문지를 배포하여 유의성이 있는 523명의 설문지에 대한 통계적 처리와 분석을 실시 한 결과, PB의 개별 특성인 일에 대한 태도, 성과지향성, 학습지향성, 고객지향성은 영업행동에 긍정적인 영향을 미치는 것으로 나타났으며, 조직의 지원은 양(+)의 조절효과가 있는 것으로 나타났다. 이에 본 연구는 증권회사가 경영성과 제고를 위해서는 PB의 개별특성을 향상시키기 위한 교육훈련과 자기개발프로그램을 활성화해야 하며, 조직지원을 통해서 PB의 개별특성을 향상시킬 수 있는 환경구축이 필요함을 제시한다.
ABSTRACT
Effect of Private Banker''s Characteristics on Sales Behavior in the Korean Securities Industry: Considering the Moderating Effect of Organizational Support System.
Jae-Young Shin
Department of Venture Management, The Graduate School of Venture Hoseo University Seoul, Korea (Supervised by professor Kyu-Soo Ha)
In securities companies where corporate management performance is heavily dependent on the ability of salespeople, excellent sales-force with the ability to create high performance is very important. However, in the meantime, there were lack of studies on Private Banker’s characteristics and sales behavior or sales performance. This study analyzed the effect of Private Banker’s characteristics on sales behavior in the Korean Securities Industry. This study was conducted to understand what were characteristics of an excellent sales performer and how organizational support effects on those characteristics, with the analysis of current securities industry and an empirical survey. The survey was conducted in March, 2013. 523 responses were used in the data analysis. As a result, PB’s 4 characteristics such as attitude to work, performance orientation, learning orientation, customer orientation showed positive impact on the sales behavior, and the organizational support showed positive moderating effect. The findings of this study can be summarized as follows. First, some of the characteristics of PB such as the attitude to work, performance orientation, learning orientation, customer orientation, etc. affected on PB''s commitment to work. Moderating effects of organizational support were divided into functional support and psychological support. Some of the characteristics of PB such as a commitment and psychological support, recognition of the needs and functional support, learning orientation and the functional support, learning orientation and psychological support had positive impact on job commitment. In other words, one who tries to accomplish the task himself did not show commitments to work. However, if there were organization''s psychological support, PB showed a significant increase in business commitment. Therefore, in order to enhance PB''s commitment to work, it is very important for Securities companies to increase organizational support, care and encouragement for employees including substantial psychological support. This is probably because the PB’s positive perception of organization''s psychological support made them full of pride and self-esteem and emotional satisfaction. PB''s positive perception of organization''s psychological support makes them improve sales performance and operating efficiency. Second, some of the characteristics of PB such as the attitude to work, business objectives specific management, learning orientation of openness, shared vision, and long term customer orientation of CRM, and CS, etc. exerted influence on PB''s adaptive selling. The organizational support such as the need for achievement and functional support, the specific sales objectives and functional support, CRM and functional support affected positively on a PB''s adaptive selling. In particular, the survey found that one of PB''s sales behaviors such as adaptive selling was increasing according to organizational training, marketing, IT support, product development and supply capacity, etc. It means that the organizational supporting is very important in order to make PB''s creative and differentiated sales effort. This study reported that securities companies must reinforce training and self-development programs in order to improve such characteristics of PB and to enlarge the sales performance of the company. In particular, securities companies have to rebuild organizational support system to improve individual characteristics of the PB. This study presented the following implications and suggestions for the development of the securities industry. First, companies must make their best efforts to improve PB training and self-development programs and to develop organizational support systems for PB''s sales activities. At the personal level, the PB salespersons have to enthuse with self-development and business commitment required for increasing the sales performance. Second, this study presented that individual performance orientation, ie, sales objectives specific management and recognition needs affected positively PB salesperson''s sales behaviors. Therefore, the securities companies have to foster environmental factors that can encourage PB salesperson''s individual performance orientation. Third, it can be said that this study has its significance in that it is an empirical study attempting to examine the effect of Private Banker''s characteristics on sales behavior in the Korean industry. Especially, this study is expected to provide a useful theory for securities companies to upgrade sales performance through effective management for PB. Finally. this study proposes in-depth research some other time to prove the corelation between PB''s sales behavior and sales performance under the condition of a forcible organizational supporting.
목 차Ⅰ. 서 론 11. 연구의 배경 12. 기존 연구의 한계와 본 연구의 의의 63. 연구의 구성 12Ⅱ. 이론적 배경 141. 프라이빗 뱅킹 비즈니스의 이해 142. 증권회사 영업직원의 이해 193. 영업성과와 관련된 선행연구의 고찰 20가. 영업성과 관련 국내외 연구들 20나. 영업사원의 성과에 영향을 미치는 변수 고찰 234. 영업사원(Private Banker)의 개별특성 31가. 일에 대한 태도 35나. 성과 지향성 37다. 학습 지향성 40라. 고객 지향성 455. PB의 영업행동 49가. 열심히 일함 (Working hard) 50나. 현명하게 일함 (Working smart) 526. 조직의 지원 54Ⅲ. 연구 방법 571. 연구 모델 및 연구 가설 57가. 연구 모델 57나. 연구 가설 612. 조사 표본 선정 및 자료 수집 623. 측정 방법 63가. 영업사원의 개별특성 63나. 조직의 지원 64다. 영업행동 64라. 통제변수 65마. 설문 항목의 출처와 구성 654. 분석 방법 68Ⅳ. 실증 분석 691. 조사 대상자의 일반적 특성 692. 측정항목의 타당성 분석 72가. 일에 대한 태도 73나. 성과지향성 74다. 학습지향성 76라. 고객지향성 77마. 조직의 지원 793. 측정항목의 신뢰도 분석 814. 상관관계 835. 가설검증 87가. 업무몰입 87나. 적응적 판매 90다. 조직의 지원의 조절효과 936. 가설검증 결과의 요약 97V. 요약 및 결론 991. 연구결과 요약 및 시사점 992. 연구의 한계점 및 향후 연구 방향 104설문지 106참고문헌 115Abstract 122
