The Effect of Core Self-Evaluation of Female Salesperson on Sales Performance

Purpose: This study aimed to empirically demonstrate how self self-esteem, self self-efficacy, locus of control, and neuroticism, which is core selfself-evaluation factors of door door-to -door salespersons within food and cosmetic retail industry, affected the sales performance of fe male salespersons via job satisfaction and organizational commitment. Research design, data and methodology methodology: Using a 23 23-item questionnaire constructed based on previous studies, this study selected six domestic door door-to -door sales companies and conducted a 1:1 face face-to -face survey with female door door-to -door salespersons belonging to branches and agencies in Seoul and the capital region. The data of 208 respondents were analyzed. The results of path analysis based on structural equation modeling and mediation a analysis through the Sobel test were presented. ResultsResults: SelfSelf-efficacy and locus of control had the largest effect on job satisfaction and organizational commitment, respectively. Neuroticism, however, did not significantly influence job satisfaction and org anizational commitment. Overall, core self self-evaluation factors positively affected sales performance via job satisfaction but not via organizational commitment. ConclusionsConclusions: This study found that factors which were oriented to female salespersons’ ability a nd sales goals, such as selfself-efficacy and job satisfaction, were considered important in managing them in the door door-to -door sales sales-distribution channels. In the future, policies should be developed for managing female door door-to -door salespersons to help them a chieve job satisfaction.