نوع مقاله : علمی - پژوهشی
نویسندگان
1 دانشگاه ازاد واحد شهر قدس
2 استادیار دانشگاه شهید بهشتی
3 استادیار - واحد شهر قدس دانشگاه آزاد اسلامی
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [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]
)