شناسایی تأثیر مؤلفه‌های رفتاری روی عملکرد نیروی فروش با رویکرد توسعه هوش هیجانی (مورد مطالعه: فروشگاه‌های زنجیره‌ای رفاه)

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشجوی دکتری، گروه مدیریت بازرگانی، پردیس بین‌المللی کیش دانشگاه تهران، کیش، ایران.

2 دانشیار، گروه مدیریت دولتی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران.

3 استاد، گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران.

4 استاد، دانشکده مدیریت، دانشگاه امام حسین، تهران، ایران.

10.22059/jibm.2021.319644.4071

چکیده

هدف: علی‌رغم تأثیر شایان توجه مؤلفه‌های رفتاری روی عملکرد نیروی فروش، فقط تعداد انگشت‌شماری از پژوهش‌های بازاریابی با رویکرد توسعه هوش هیجانی، به بررسی تأثیر مؤلفه‌های رفتاری روی عملکرد نیروی فروش پرداخته‌اند. هدف پژوهش حاضر، شناسایی تأثیر مؤلفه‌های رفتاری روی عملکرد نیروی فروش با رویکرد توسعه هوش هیجانی در فروشگاه‌های زنجیره‌ای رفاه است.
روش: پژوهش حاضر، در چارچوب رویکرد کیفی و با استفاده از روش تحلیل تم صورت گرفته است. برای استخراج تأثیر مؤلفه‌های رفتاری روی عملکرد نیروی فروش با رویکرد توسعه هوش هیجانی با 19 نفر از متخصصان و خبرگان صنعت خرده‌فروشی با استفاده از شیوه نمونه‌گیری هدفمند مصاحبه انجام شده است.
یافته‌ها: مؤلفه‌های رفتاری روی عملکرد نیروی فروش با رویکرد توسعه هوش هیجانی، در قالب 4 تم اصلی، 15 تم فرعی و 66 مفهوم استخراج شدند. یافته‌ها نشان داد که مؤلفه‌های رفتاری تأثیرگذار روی عملکرد نیروی فروش با رویکرد توسعه هوش هیجانی عبارت‌اند از: ادراک محیطی (داخلی و خارجی)، مدیریت احساسات، مدیریت استرس و شادکامی.
نتیجه‌گیری: عملکرد نیروی فروش بایستی در راستای توسعه هوش هیجانی باشد. عملکرد نیروی فروش با درک نسبی از توانایی‌ها و روحیه‌های افراد و با فهم صحیح از زمان حال و شناخت از هنجارهای یک گروه آغاز می‌شود و با شناخت علایق و سلایق فردی و احترام به ویژگی‌های احساسی دیگران توسعه می‌یابد. نتایج نشان داد با مدیریت استرس و توسعه مهارت لذت از زندگی و تقویت خوش‌بینی و برون‌گرایی، می‌توان به اهمیت نقش هوش هیجانی در توسعه تعاملات انسانی و بهبود روابط متقابل پی برد.

کلیدواژه‌ها


عنوان مقاله [English]

Identification of the Effect of the Behavioral Components on the Sales Force Performance using the Emotional Intelligence Development Approach (Case Study: Refah Chain Stores)

نویسندگان [English]

  • Mohammad Reza khoshlafz 1
  • Mojtaba Amiry 2
  • Tahmores Hasangholipor yasory 3
  • Hossin Alaie 4
1 PhD. Candidate, Department of Business Management, Kish International Campus, University of Tehran, Kish, Iran.
2 Associate Prof., Department of Public Administration, Faculty of Management, University of Tehran, Tehran, Iran
3 Prof., Department of Business Management, Faculty of Management, University of Tehran, Tehran, Iran.
4 Prof., Faculty of Management, Imam Hossein University, Tehran, Iran.
چکیده [English]

Objective
Despite the significant effect of the behavioral components on the sales force performance, only a few marketing researchers have examined the effect of the behavioral components on the sales force performance using the emotional intelligence development approach. The purpose of the present research is to identify the effect of the behavioral components on the sales force performance using the emotional intelligence development approach in Refah chain stores.
 
Methodology
The present research applied the thematic analysis method to analyze the gathered qualitative data. To determine the impact of behavioral components on the performance of the sales force using the Emotional Intelligence (EI) development approach, 19 experts and practitioners of the retail industry were interviewed using the purposive sampling method.
 
Findings
The behavioral components were extracted and categorized into four main themes, 15 sub-theme, and 66 concepts. The findings indicated that the behavioral components affecting the sales force performance through the EI approach included: environmental perceptions (internal and external), management of feelings, stress management, and happiness.
 
Conclusion
Sales force performance must be in line with emotional intelligence development. It begins with a relative understanding of the individuals’ abilities and morale, understanding the present time correctly, and being aware of the norms of one group. The concept develops through understanding the individual interests and tastes and respecting the emotional traits of others. The achieved results indicated that managing stress and developing the skill of enjoying life as well as improving optimism and extroversion approve the importance of the role of emotional intelligence to develop human interactions and improve mutual relations.

کلیدواژه‌ها [English]

  • Sale force performance
  • Emotional intelligence
  • Chain stores
  • Thematic analysis
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