طراحی الگوی ارزیابی عوامل موثر بر رفتار فروش رابطه مند و نتایج حاصل از آن

نوع مقاله : علمی - پژوهشی

نویسندگان

1 دانشجوی مدیریت، گروه مدیریت، دانشگاه ازاد واحد شهر قدس، تهران، ایران.

2 استادیار دانشگاه شهید بهشتی، تهران، ایران.

3 استادیار، دانشگاه آزاد اسلامی واحد شهر قدس، تهران، ایران.

چکیده

رفتار فروش رابطه­ای در محیط پیچیده رقابتی می­تواند یک ابزار مهم برای شرکت­های کسب و کاری باشد. هدف اصلی این تحقیق طراحی ارزیابی عوامل موثر بر رفتار فروش رابطه مند و نتایج حاصل از آن با تأکید بر عوامل روانشناختی، اجتماعی، فرهنگی و موقعیتی است. پژوهش حاضر از نظر هدف بنیادین ـ کاربردی بوده و از لحاظ ماهیت از دستۀ پژوهش‎های آمیختۀ اکتشافی است. جامعۀ آماری در بخش کیفی، خبره­های بازاریابی و منابع انسانی است. خبرگان با روش نمونه­گیری هدفمند و گلولۀ برفی شناسایی شدند که با توجه به کفایت داده‎ها، در مجموع با 20 خبره مصاحبه شد. برای آزمون الگو نیز 166 نفر از کارکنان برند ماکسیم در سراسر کشور در پژوهش مشارکت کردند. روش تجزیه ­و ­تحلیل، تئوری داده‎بنیاد و رویکرد معادلات ­ساختاری بود. داده­ها از طریق مصاحبۀ عمیق در کنار توزیع پرسشنامۀ 42 گویه­ای گردآوری شدند. نتایج به دست آمده موید این است که شرایط علی رفتار فروش رابطه ای­ شامل محیط پیچیده رقابتی است. پدیده اصلی قابلیت تخصصی فروشنده، بستر عوامل موقعیتی شرکت، عوامل مداخله­گر ویژگی­های شخصیتی فروشنده­ها و همچنین عوامل اجتماعی و فرهنگی بوده است. راهبرد رفتار فروش رابطه­ای و پیامد نیز عملکرد فروش، عملکرد رفتاری فروش شناسایی شدند

کلیدواژه‌ها

عنوان مقاله [English]

Designing of Evaluation Model for Factors Affecting Relevant Sales Behavior and its Results

نویسندگان [English]

  • Marjan Abbasi 1
  • Ahmad Roosta 2
  • Elham Faridchehr 3
  • Nader Gharibnavaz 3
1 Shahre Gods Islamic Azad University
2 Assistant Professor, Shahid Beheshti University, Tehran, Iran.
3 Assistant Professor, Shahre Gods Islamic Azad University, Tehran, Iran.
چکیده [English]

  The main purpose of this research is "designing the evaluation model of factors influencing relational selling behavior and its results with emphasis on psychological, social, cultural and situational factors". The purpose of research method is developmental-applied and is descriptive-survey research in terms of its nature. The statistical population in the qualitative section, are experts of marketing and human resources. Selection criteria are the purposeful and snowflake sampling, which, according to the data sufficiency, a total of 20 experts participated.in quantitative section, the Maxim brand sales force with 293 people is our statistical society, which 163 of them were chosen as our statistical target, calculated using the Cochran formula. The sampling method was clustered and simple. In the qualitative section the grounded theory and in the quantitative section the least squares approach have been used. The research findings revealed that the causal conditions in the present study were "complex competitive environment". The main phenomenon is "vendor-specific capabilities", the pivotal phenomenon is "situational factors of the company", intermediary factors are "personality traits of vendors as well as social and cultural factors." The proposed strategy in the present model is "Relational sales behavior" and eventually the identified consequences are sales performance and behavioral sales behavior. All relationships designed in the quantitative

کلیدواژه‌ها [English]

  • Relationship sales behavior
  • psychological factors
  • situational factors
  • social factors
  • grounded theory

مراجع

Abas Nezhad, S., Haghighi Kafash, M., & Sehat, S. (2011). Relationship Between Sales Ethics and Customer Loyalty in Life Insurance (Case Study: An Insurance Company). Insurance research, 26(4), 131-154 (in Persian).
Abas Zadeh, M.M., Amanisari Beglo, J., khezri Azar, H., Pashoui, Q. (2012). Introduction to Structural Equation Modeling by PLS Method and its Application in Behavioral Sciences. Publisher: Urmia University Press (in Persian).
Ahghar Bazargan, N., Timori, H., & Ansari , A. (2018) The impact of personality dimensions buyer on advertising activities advice. Journal of business management, 32, 147-161.
Alfred M. P. (2009). An exploratory study of the influence of firm market orientation on salesperson adaptive selling, customer orientation, interpersonal listening in personal selling and salesperson consulting behaviors. Journal of
Strategic Marketing, 17(1)21-39..
Amjad, A., Abu-ELSamen Mamoun, N., Akroush Fayez, M., Al-Khawaldeh Motteh, S. Al-Shibly. (2011). Towards an integrated model of customer service skills and customer loyalty. International Journal of Commerce and Management.
21(4), 349–380.
Bakhshi, D. (2014). Investigating the Impact of Sellers' Behavior on Customer Loyalty Case Study: Shahrvand Chain Store in Miandoab City. International Management Conference, 1-10 (in Persian).
Bayaa, A., Goedegebuure, R., Jones, S. (2009). Drivers for the adoption of relationship selling behaviors among B2B sales staff in the GCC. Innovative Marketing, 5(4).7-21.
Biong, H. Selnes, F. (1995). Relational Selling Behavior and Skills in Long-term Industrial Buyer-Seller.
Boles, S., Brashear, T., Bellenger, D., & Barksdale, C. (2000). Relationship selling behaviors: antecedents and relationship with performance. Journal of Business & Industrial Marketing, 15(2/3), 141-153.
Cécile Delcourt Dwayne D., Gremler Allard, C.R., van Riel Marcel van, B. (2013). Effects of perceived employee emotional competence on customer satisfaction and loyalty. Journal of Service Management, 24(1), 5–24.
Chen, A., Peng, N., Hung, K.P. (2015). Managing salespeople strategically when promoting new products—Incorporating market orientation into a sales management control framework. Industrial Marketing Management, 408-419
Choi, Y.H., Choo, H. Ch. (2016). Effects of Chines consumers' relationship benefits and satisfaction on attitudes toward foreign fashion brands: The moderating role of country of salesperson. Journal of Retailing and Consumer Services,vol 28, 99–106. (2016)
Crosby, L. A., Evans, K R., & Cowles, D. (1990). Relationship quality in services selling: an interpersonal perspective. Journal of Marketing, 54, 68-81
Crosby, Lawrence A., Stephens, N. (1987). Effects of Relationship Marketing on Satisfaction, Retention, and Prices in the Life Insurance Industry. Journal of Marketing Research, 24, 404-411.
Dampe´rat, M., Jolibert, A. (2009). A dialectical model of buyer-seller relationships. Journal of Business & Industrial Marketing, 24(3), 207–217. 
Douglas, E., Hughes, L., & Joël, L. (2013). Gaining and leveraging customerbased competitive intelligence: the pivotal role  of social capital and salesperson adaptive selling skills. J. of the Acad. Mark. Sci, 41, 91–110.
Fernando Jaramillo, William B. Locander, Paul E. Spector, and Eric G. Harris (2007)" Getting the job done: The moderating role of initiative on the relationship between intrinsic motivation and adaptive selling. Journal of Personal Selling &
Sales Management, 1, 59–74.
Fu, Y. (2013). The influence of internal marketing by airlines on customeroriented behavior: A test of the mediating effect  of emotional labor. Journal of Air Transport Management, 32, 49-57.
Gefen, D., Straub, D., & Boudreau, M. C. (2000). Structural equation modeling and regression: Guidelines for research practice. Communications of the association for information systems, 4(1), 7.
Groza, M., Locander, D., Howlett, Ch. (2016). Linking thinking styles to sales performance: The importance of creativity and subjective knowledge. Journal of Business Research, 69, 4185–4193.
Mahmoudi, E., Tinehzadeh, E. (2015). Buyer's attitude toward seller's product brand on buyer-seller relationship quality in industrial markets. Third International Accounting and Management Conference, 1-11 (in Persian).
Mallin, M., & Pullins, E.B. (2009). The moderating effect of control systems on the relationship between commission and salesperson intrinsic motivation in a customer oriented environment. Industrial Marketing Management, 38, 769–777.
Mariadoss, B., Milewicz, C., Lee, S., Sahaym, A. (2013). Salesperson competitive intelligence and performance: The role of product knowledge and sales force automation usage. Industrial Marketing Management.vol43, 1-10. (2014)
Miao, F., & Wang, G. (2016). The differential effects of functional vis-à-vis relational customer orientation on salesperson creativity. Journal of Business Research, 69, 6021–6030.
Nourbakhsh, K., Pashang, L. (2011). Investigating the Effect of Factors on Relationship Marketing in Buyer-Seller Relationships (Case Study: Bahman Diesel Co.). Marketing Management, 13, 1-12 (in Persian).
Powers, T., Sheng, Sh., & Li, J. (2016). Provider and relational determinants of customer solution performance. Industrial Marketing Management, 56, 14–23
Ramsey, R, & Sohi, R. (1997). Listening to Your Customers: The Impact of Perceived Salesperson Listening Behavior on Relationship Outcomes. Journal of the Academy of Marketing Science, 25(2), 127-137.
Tajzadeh Namin, A., Tajzadeh Namin, A., & Martaei, R. (2010). Relationship between vendor and customer interaction with vendor performance, case study: audio and video equipment. Business Management, 2(6), 21-40 (in Persian).
Terho, H., Eggert, A., Haas A., Ulaga, W. (2015). How sales strategy translates into performance: The role of salesperson customer orientation and value-based selling. Industrial Marketing Management, 45, 12–21.
Vazifehdoust, H., & Mehmarian, Sh. (2013). The seller's ethical behavior with satisfaction; Insurers' trust and loyalty in life insurance. Insurance research, 26(1), 127-191 (in Persian). 

فایل ها

هم رسانی

ارجاع به این مقاله

آمار