نقش میانجی تفاخر سازمانی در تأثیر برند کارفرمایی بر عملکرد فروش

نوع مقاله: مقاله علمی پژوهشی

نویسنده

استادیار مدیریت دولتی، دانشکدة مدیریت، دانشگاه هوایی شهید ستاری، تهران، ایران

چکیده

در محیط‏های بسیار رقابتی شرکت‏های پخش، برای ارتقای عملکرد فروش، برخورداری از فروشندگانی که همزمان شایسته و وفادار باشند بسیار حیاتی است. از میان پیشایندهای گوناگون مؤثر بر عملکرد فروش، پژوهش حاضر به بررسی تأثیر برند کارفرمایی بر عملکرد فروش فروشندگان پرداخته و نقش میانجی تفاخر سازمانی را در این زمینه بررسی کرده است. این 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 که 850 نفر هستند تشکیل می‏دهند که به‌‌عنوان نمونه 220 نفر از آنها به‌صورت تصادفی انتخاب شده‏اند. ابزار جمع‏آوری داده‏ها پرسشنامه‏ای استاندارد است. تحلیل داده‏ها با کمک آزمون‏های آماری تحلیل عاملی تأییدی، تحلیل مسیر شده و آزمون تی با استفاده از نرم‏افزارهای لیزرل و اس.پی.اس.اس. انجام شده است. نتایج نشان می‏دهد همۀ مؤلفه­های پنج­گانۀ ‌برند کارفرمایی (ارزش اقتصادی، ارزش توسعه­ای، ارزش اجتماعی، ارزش تنوع و ارزش شهرت) از راه تفاخر سازمانی بر عملکرد فروشندگان این شرکت تأثیری معنادار و مثبت داشته‏اند. همچنین وضعیت موجود این عوامل در این شرکت مناسب بوده است.
 

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Studying the Intermediating Role of Organizational Pride in the Effect of Employer Branding on Sale Performance

نویسنده [English]

  • Nasser Asgari
Assistant Prof., Faculty of Management, Shahid Sattari Air University, Tehran, Iran
چکیده [English]

In the very competitive environments of distributor corporations hiring the sellers who are simultaneously competent and loyal is critical for improving sale performance. Among various determinant of sale performance, this research has investigated the intermediating role of organizational pride in the effect of employer branding on the sellers’ performance. The research is applied in nature and the method is descriptive and correlational. The population of interest consists of 850 sellers of Behpakhsh Corporation, among whom 220 have been randomly selected as the statistical sample. A standard questionnaire was used for data collection. Statistical tests such as confirmatory factor analysis, path analysis and t-test were used for data analysis through the LISREL and SPSS software. The results showed that all five studied aspects of employer branding (economic value, developmental value, social value, diversity value and fame value) have significantly positive effects on the sellers’ performance through organizational pride. Moreover, the current status of such factors was reported appropriate in that company.
 

کلیدواژه‌ها [English]

  • Distribution Corporations
  • Employer Branding
  • Organizational Pride
  • Sale Performance
  • Seller
دهدشتی شاهرخ، ز.؛ پورحسیی، ا.ح. (1392). ارائۀ الگوی تأثیر استراتژی فروش و بازاریابی بر عملکرد فروش. نشریۀ مدیریت بازرگانی، 5 (1)، 84-61.

عزیزی، ش.؛ روستا، ا. (1389). عوامل مؤثر بر عملکرد نیروی ‌فروش با رویکرد دوسطحی. نشریه مدیریت بازرگانی، 2 (5)، 108-95.

عسگری، ن.؛ نیکوکار، غ. (1395). نقش توانمندسازی روان‎شناختی در ارتقای عملکرد فروش فروشندگان شرکت‏های پخش (مطالعۀ موردی: شرکت به‌پخش). نشریۀ مدیریت بازرگانی، 8 (3)، 658-637.

محقر، ع.؛ حاجی‌حیدری، ن. (1389). روش‌شناسی تغییر مدل کسب‌و کار بر اثر ورود فناوری موبایل به سازمان. نشریۀ مدیریت فناوری اطلاعات، 2 (4)، 192-175.

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