해외영업사원의 권력거리성향이 감정노동 및 영업성과에 미치는 영향

Effects of the Power Distance Orientation of Overseas Salesperson on Emotional Labor and Sales Performance

The purpose of this study was to investigate the relationship among power distance orientation, one of the cultural dimensions by Hofstede (1980) and emotional labor relative to sales performance. Based on the concentration of the power distance orientation, the differences in the behavior of the coordinating mechanism for overseas salesperson were examined and the effects on job satisfaction and sales performance were verified. Responses from 234 overseas salespeople working in five Korean logistics companies were collected and analyzed using structural equation modeling (SEM) for data analysis. As a result of the study, the main findings of the analyses were as follows: First, power distance orientation had a significant negative relationship with deep acting, but was not significantly related to surface acting. Second, deep acting had a significant positive relationship with both job satisfaction and sales performance, Third, surface acting was not significantly related to job satisfaction, but had a positive influence on sales performance. These findings imply that there is a strategic plan for establishing measures to improve the level of job satisfaction and sales performance of salespeople by confirming that the degree of emotional labor is different according to the intrinsic recognition of the power distance gap of salesperson.