판매원이 경험한 고객 쇼루밍 행동이 판매원 창의성을 매개로 직무성과에 미치는 효과: 서비스 스크립트의 조절적 역할을 중심으로 (The Relationship between Experienced Customer Showrooming Behavior, Salesperson Creativity, and Job Performance: The Moderating Role of Service Script)

서지정보

· 발행기관 : 한국유통학회
· 수록지 정보 : 유통연구 / 26권 / 2호 / 79 ~ 101페이지
· 저자명 : 강성호, 이승일, 허원무

초록

통신기술 환경의 발전으로 인해 실시간 구매정보 획득이 가능해 진 요즘, 오프라인 채널을 통해 정보를 획득하고 온라인 채널을 통해 실제 구매가 일어지는 쇼루밍 행동이 만연하고 있다. 본 연구에서는 고객 접점에서 판매원이 경험한 고객의 쇼루밍 행동이 직무성과의 향상으로 이어지게 하기 위한 구체적인 메커니즘을 확인하고자 하였다. 이를 위해 판매원이 경험한 고객의 쇼루밍 행동이 직무성과로 이어지는 핵심역량인 판매원 창의성을 매개변수로 설정하고 이의 역할을 실증하였다. 이와 더불어 판매원이 경험한 고객의 쇼루밍 행동이 판매원 창의성으로 연결되기 위해 필요한 기업의 판매전략으로 서비스 스크립트의 역할도 살펴보았다.
제시된 가설들에 대한 검증을 위해 백화점에서 근무하는 판매원 397명을 대상으로 설문조사를 진행하였다. 기존의 연구들과 전문가들과의 심층인터뷰를 통해 구조화된 설문지를 작성하였으며, 확인적 요인분석을 통해 측정문항의 신뢰성과 타당성을 확인하였다. Hayes의 PROCESS MACRO를 활용하여 본 연구에서 제시한 세 가지 가설들을 검증하였다.
검증결과, 첫째, 판매원 창의성은 판매원이 경험한 고객의 쇼루밍 행동과 직무성과를 매개하는 역할을 수행하는 것으로 나타났다. 둘째, 판매원이 경험한 고객의 쇼루밍 행동과 판매원 창의성의 정(+)의 관계는 서비스 스크립트에 의해 감소되는 것을 확인할 수 있었고 이를 통해 서비스 스크립트가 수행하는 조절적 역할에 대해서도 확인할 수 있었다. 셋째, 판매원 창의성의 매개적 역할과 서비스 스크립트의 조절적 역할을 바탕으로 판매원이 경험한 고객의 쇼루밍 행동이 판매원의 창의성을 통해 직무성과에 미치는 정의 효과를 조절한다는 조절적 매개효과를 검증하였다.
위와 같은 연구결과를 바탕으로 고객의 쇼루밍 행동을 경험하는 판매원들의 성과를 극대화하고 특히 오프라인 채널들의 매출감소를 방어할 영업전략을 제안하였다.

영어초록

A recent interest in multi-channel retailing is customer showrooming behavior which has appeared as one of the important issues in the dynamic retailing environments. Customer showrooming behavior refers to shopping behavior by consumers who intentionally benefit from the explanations and services of on retailers in on channel before actually purchasing from a different retailers in another channel. It was reported that in all 68% of US Internet users had decided to buy online channel decided to first check products at traditional offline store. This statistics imply the seriousness of the customer showrooming behavior and various researchers have expressed their concern over rising showrooming phenomenon. Although research studies in the past have deal with behaviors related consumer showrooming like cross-channel free riding, channel switching behavior, but individual studies on showrooming from a employee, namely, salesperson perspective have not been conducted yet. With this focus, we concentrate on offline retailing salesperson, surprisingly largely ignored stakeholders in multi-channel studies.
This study aims to examine the mediating effect of salesperson creativity on the relationship between experienced customer showrooming behavior and job performance using department store salesperson samples. Second, we investigate the moderating effect of service scripts that weaken the effects of experienced customer showrooming behavior and salesperson creativity. Also, this study seek to examine the moderating effects of service script on the mediating effect of salesperson creativity.
Noting the theoretical and empirical supports provided by past studies, we formulated the following hypotheses. <Figure 1> presents the research model.
















Hypothesis 1: Salesperson creativity will mediate the positive relationship between customer showrooming behavior and job performance.
















Hypothesis 2: Service scripts will moderate the positive relationship between customer showrooming behavior and salesperson creativity. Specially, the positive relationship between customer showrooming behavior and salesperson creativity will be weaker with high levels of service script

Hypothesis 3: Service Scripts will moderate the mediating effect of salesperson creativity on the relationship between customer showrooming behavior and job performance such that the indirect effect of customer showrooming behavior on job performance is weaker when service scripts is high.








We collected data from salespersons who were working in a department store. We contacted the human resources department of the store and obtained permission to survey their staff. Specifically, they facilitated the distribution of the survey instruments to a total 600 full-time salespersons who were working in various sales units in the department store. The process yielded a total of 397 questionnaire responses, representing a response rate 69.1%.
We conducted confirmatory factor analysis to examine the convergent and discriminant validity of the measurement items using M-plus. The measurement model fit the data well(fit indices: χ2(215)=626.15, p<.05, RMSEA=.07, TLI=.91, SRMR=.05, CFI=.92). All the measure demonstrated strong composite reliabilities(CR) ranged from .80 to 93(see Table 1). Also, we confirmed the condition for discriminant validity among the constructs. All the average variance extracted(AVE) values were greater than the squared correlations between a construct and any other variable(see Table 1).
To test our hypotheses, we conducted statistical strategies using the PROCESS macro 2.16. First, we predicted that the positive relationship between experienced customer showrooming behavior and job performance will be mediated by salesperson creativity. The results showed that indirect effects of experienced customer showrooming behavior on job performance through salesperson creativity(b=.041, 95% CI [.017, .071]. In addition, the direct effect of experienced customer showrooming behavior on job performance was not statistically significant(b=-.043, 95% CI [-.096, .010]). The results indicated that the positive relationship between experienced customer showrooming behavior and job performance was fully mediated by salesperson creativity. Second, we predicted that service scripts will weaken the positive relationship between experienced customer showrooming behavior and salesperson creativity. As we expected, service scripts weakened the positive relationship between experienced customer showrooming behavior and salesperson creativity(b=-.07, p<.05). Finally, we tested the moderated mediation model to examine whether the emergent statistically significant indirect effects of experienced customer showrooming behavior were contingent on the levels of service scripts. The indirect effect of customer showrooming behavior on job performance through salesperson creativity was weakened by service scripts(b=-.028, 95%CI [-.055, -.003]).
Our findings suggest that the development of salesperson creativity is an important mechanism that underlies the process which internal capabilities enhance job performance and that service scripts weaken this relationship. Based on the findings, we provided the some theoretical and practical implications for offering managerial actions to address customer showrooming behavior.

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