서강대학교

목차

I. Introduction8
1.1 Background and Research Purpose8
1.1.1 Background8
1.1.2 Purpose of the Research15
1.2 Method and Structure of the Research17
II. Theoretical Background and Literature Review19
2.1 B2B Salesperson19
2.1.1 B2B Industry and Transaction Characteristics21
2.1.2 Previous Research on B2B Salesperson24
2.2 Political Skills26
2.2.1 Construction of Political Skills28
2.2.2 Previous Research on Political Skills31
2.3 Customer-Relationship Building Competence35
2.3.1 Previous Research on Customer-Relationship Building Competence37
2.4 Customer Demandedness39
2.4.1 Previous Research on Customer Demandedness40
2.5 Sales Performance41
2.5.1 Previous Research on Sales Performance44
2.6 Selling and Customer Orientations46
2.6.1 Previous Research on Selling and Customer Orientations50
2.7. Product Complexity52
2.7.1 Previous Research on Product Complexity54
III. Research Model and Hypothesis Development56
3.1 Research Model56
3.2 Hypothesis Development57
3.2.1 Effect of Political Skills on Customer-Relationship Building Competence57
3.2.2 Effect of Customer-Relationship Building Competence on Selling and Customer Orientations59
3.2.3 Effect of Selling and Customer Orientations on Sales Performance62
3.2.4 Moderating Effect of Customer Demandedness and Product Complexity65
IV. Research Methodology68
4.1 Research Design68
4.1.1 Data Collection and Analysis Methods68
4.1.2 Measurement Items69
4.1.3 Procedure and Participants Details76
4.1.4 Reliability and Validity of Measurement Items80
4.2 Hypothesis Testing85
4.2.1 Results of Hypotheses89
4.2.2 Additional Analysis93
V. Findings and Discussion94
5.1 Discussion94
5.2 Implications of Research Findings98
5.3 Limitations and Directions for Future Research103
References106