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적응적 판매와 고객 지향적 판매: 선행요인과 결과

Author

이호택, 임채운, 여찬구

Journal Title

유통경영학회지

Publication Year

2018

Topics

#Business and Management

Summary

This study aimed to identify the differences between adaptive selling and customer-oriented selling by analyzing the relationships between antecedent variables (top management emphasis, organizational identification) and outcome variables (sales performance, service delivery level). The results showed that top management emphasis positively influenced adaptive selling, while organizational identification positively influenced both sales approaches, and customer-oriented selling had a positive impact on both sales performance and service delivery level.

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