بررسی رابطه بین مهارت های فروش و عملکرد کارکنان فروش: نقش میانجی رضایت شغلی

نوع مقاله : مروری

نویسندگان

دانشگاه مازندران

چکیده

هدف از انجام این پژوهش بررسی رابطه مهارت های فروش و عملکرد کارکنان فروش با در نظر گرفتن متغیر میانجی رضایت شغلی بود. این پژوهش از نظر هدف کاربردی و از نظر نحوه گردآوری اطلاعات پیمایشی است. جامعه آماری پژوهش کارکنان فروش شرکت های تولید و توزیع فعال در حوزه محصولات بهداشتی و آرایشی بوده است که از میان آن ها نمونه گیری طبقه ای از نوع نامتناسب صورت گرفت. به منظور گردآوری اطلاعات از پرسشنامه استفاده شد که در نهایت 188 پرسشنامه جمع آوری گردید. روش تجزیه و تحلیل اطلاعات استفاده از آزمون تحلیل همبستگی اسپیرمن، تحلیل همبستگی بخشی و روش شناسی تعیین متغیر میانجی بارون و کنی بود. یافته های پژوهش رابطه میان مهارت فروش و عملکرد فروش در کارکنان با تجربه را مثبت و معنی دار نشان دادند. همچنین مشخص گردید که رضایت شغلی کارکنان فروش تأثیر مهارت های فروش کارکنان بر عملکرد فروش ایشان را ارتقا می بخشد.

کلیدواژه‌ها


عنوان مقاله [English]

Examining the relationship between sales skills and sales staff performance: The mediating role of job satisfaction.

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