نوع مقاله : مقاله علمی پژوهشی
نویسندگان
گروه بازاریابی و توسعه بازار، دانشکده مدیریت کسب و کار، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Abstract:
Purpose: In today’s competitive landscape, where organizations seek to enhance customer-oriented behaviors and sales force performance, integrated sales force management practices represent a critical influential variable. These factors directly impact customer satisfaction and, ultimately, organizational financial success. However, pressure to achieve specific, measurable results may act as a moderating factor in the effect of High-Performance Work Systems (HPWS) on customer-oriented behaviors and sales force performance. This study examines the impact of HPWS on customer-oriented behaviors and sales force performance, while investigating the moderating role of pressure for results, within Koroush chain stores in Tehran.
Methodology: This applied research employs a descriptive-analytical survey methodology. The statistical population comprises all sales personnel (N=2,800) in Koroush chain stores across Tehran. Using Cochran’s formula, a sample size of 338 was determined and selected via convenience sampling. Data was collected through library research and field methods, utilizing standardized questionnaires. Data analysis was performed using structural equation modeling (SEM) via SPSS and PLS software.
Findings: Results indicate that HPWS exert a significant positive impact on customer-oriented behaviors (path coefficient = 0.71). HPWS significantly and positively affect sales force performance through the mediating role of customer-oriented behaviors (path coefficient = 0.578). Customer-oriented behaviors directly and significantly enhance sales force performance (path coefficient = 0.63). Furthermore, pressure for results significantly and negatively moderates the relationship between customer-oriented behaviors and sales force performance (path coefficient = -0.20).
Conclusion: This study provides new insights into the mediating and moderating effects influencing how integrated sales force management practices enhance performance within Iran's retail industry. The results underscore the growing importance of HPWS and customer-oriented behaviors in improving sales force performance, while also highlighting the need to address the detrimental effects of pressure for results.
Method: The research method is descriptive-analytical and is applied in nature. This study is of a survey type. The statistical population of this research includes all sales force employees in the chain stores of Ofogh Kourosh in Tehran, which amounts to 2,810 individuals. The sample size was determined to be 338 people using Cochran's formula, and they were selected through a convenience sampling method. Data collection in this study was conducted through both library and field methods. In the field method, the tool used was a questionnaire, which utilized standard questionnaires. Data analysis was also performed using structural equation modeling with the software SPSS and PLS.
Findings: The results indicate that high-performance work systems have a positive and significant impact on customer-oriented behaviors with a path coefficient of 0.71; high-performance work systems, through the mediating role of customer-oriented behaviors, have a positive and significant impact on sales force performance with a path coefficient of 0.578; customer-oriented behaviors have a positive and significant impact on sales force performance with a path coefficient of 0.63, and the pressure for results, with a path coefficient of -0.20, negatively and significantly moderates the relationship between customer-oriented behaviors and sales force performance.
Conclusion: Overall, the results of this research provide new insights into the specific mediating and moderating mechanisms by which integrated sales management policies can enhance the performance of sales personnel in the retail sector. These findings highlight the importance of high-performance work systems and customer-oriented behaviors in improving sales force performance, while the negative impacts of pressure for results should be taken into consideration.
Keywords: Customer-oriented behaviors, High-performance work systems, Pressure for results, Sales force management, Sales force performance.
کلیدواژهها [English]
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