리조트 MICE 영업사원의 판매설득전술이 관계품질과 장기적 관계지향성에 미치는 영향

Abstract

Resort MICE is labour-intensive industry, and its competitiveness and differentiation are determined by salespersons managing events. It is important for resort MICE salespersons who provide specialized services through direct face-to-face contact with customers at service contacts to use effective sellers' influence tactics to event managers. In order to explore the close relationship and influence of the nature of the B2B study. our study sample was drawn from a list of 300 event managers who were successful in running events for 50~200 people during the past two years. To ensure reliability and validity of the survey, we proceeded face-to-face and explained the purpose of the study in detail, and conducted an empirical study by administering questionnaire. Our findings show that information provision, emotional touch and stimulation of customers' favor had significantly positive effects on the trust, while recommendation and promises had negative effects. Information provision and emotional touch had positive effects on satisfaction, while recommendation and promises had negative effects. As tactics which most effectively enhance the relational satisfaction, in the correlation between resort MICE salespersons and event managers, information provision is the most effective sellers' influence tactics for resort MICE salespersons.