نقش توانمندسازی روان‎شناختی در ارتقای عملکرد فروش فروشندگان شرکت‏های پخش (مطالعۀ موردی: شرکت به‌پخش)

نوع مقاله: مقاله علمی پژوهشی

نویسندگان

1 استادیار مدیریت دولتی، دانشکدۀ مدیریت، دانشگاه شهید ستاری، تهران، ایران

2 دانشیار مدیریت سیستم، دانشگاه جامع امام حسین‌(ع)، تهران، ایران‌

چکیده

در محیط‏های بسیار رقابتی شرکت‏های پخش، برخورداری از فروشندگان توانمند مزیت رقابتی ارزشمند، ارزش‏آفرین، تقلیدناپذیر و غیرقابل جایگزینی برای آنها به‏شمار می‏رود. از میان عوامل گوناگون مؤثر بر عملکرد فروش، پژوهش حاضر به بررسی چگونگی و میزان تأثیرگذاری توانمندسازی روان‎شناختی (احساس شایستگی، معناداری شغل، اختیار‌داشتن، تأثیرگذاری و اعتماد) بر عملکرد فروش فروشندگان می‏پردازد. پژوهش از نظر هدف کاربردی و روش آن توصیفی و از نوع پیمایشی است. جامعۀ آماری پژوهش را فروشندگان شعب تهران و شهرستان‏های شرکت به‌پخش به تعداد 900 نفر تشکیل می‏دهند که 270 نفر آنها به‌صورت تصادفی به‌طور نمونه انتخاب شده‏اند. ابزار جمع‏آوری داده‏ها پرسشنامه‏ای استاندارد است. تحلیل داده‏ها با کمک آزمون‏های آماری تحلیل عاملی تأییدی، تحلیل مسیر و آزمون تی با استفاده از نرم‏افزارهای لیزرل و اس.پی.اس.اس. انجام شده است. نتایج نشان می‏دهد همۀ ابعاد ‌بررسی‌شده توانمندسازی روان‎شناختی بر عملکرد فروشندگان این شرکت تأثیری معنادار و مثبت داشته‏اند. همچنین وضعیت موجود توانمندسازی روان‌شناختی و عملکرد فروش فروشندگان این شرکت مناسب بوده است.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

The Role of Psychological Empowerment in Enhancing Sale Performance of Salespeople of Distribution Corporations (Studied Case: Behpakhsh Corporation)

نویسندگان [English]

  • Nasser Asgari 1
  • Gholam Hosein Nikokar 2
چکیده [English]

In the competitive environment of sale corporations possession of empowered sellers is considered a valuable, value adding, inimitable and irreplaceable competitive advantage. Among different determinants of sale performance, this research investigates that psychological empowerment (feeling of competence, meaningfulness, self-managing, having influence and trust) how and to some extend effect on the sale performance of sellers. The research goal is applied and its method is descriptive and survey-based. The population of the research consists of sellers of Behpakhsh Corporation in Tehran and townships, among 900 persons of them 270 subjects was selected randomly as statistical sampling. Data collection tool is a standard questionnaire that was used for the survey. Statistical tests such as confirmatory factor analysis, path analysis and T-test have been used for data analysis through the software LISREL and SPSS. The results show that all studied aspects of psychological empowerment have had positive and significant effects on the sale performance in the corporation. As well as the current status of the company's empowerment and sales performance have been appropriate.

کلیدواژه‌ها [English]

  • Psychological Empowerment
  • Performance
  • Sales
  • distributor
  • Seller
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