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In securities companies where corporate management performance is heavily dependent on the ability of salespeople, excellent sales-force with the ability to create high performance is very important. However, in the meantime, there was lack of studies on Private Banker`s characteristics and sales behavior or sales performance. This study analyzed the effect of PB`s characteristics on sales behavior in the Korean Securities Industry. The survey was conducted in March, 2013. 523 responses were used in the data analysis. As a result, PB`s 4 characteristics- attitude to work, performance orientation, learning orientation, customer orientation- showed a positive impact on the sales behavior, and the organizational support showed positive moderating effect on this model. In this study, we reported that securities companies must reinforce training and self-development programs in order to improve the characteristics of the PB and to upgrade management performance. In particular, the securities has to rebuild organizational support system to improve the individual characteristics of the PB.

han'gug kontencheu haghoe nonmunji/hanguk kontencheu hakoe nonmunji

A Study in Effect of Private Banker's Characteristics on Sales Behavior and Moderating effect of Organizational Support System in the Korean Securities Industry