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نقش توانمندسازی روانشناختی در ارتقای عملکرد فروش فروشندگان شرکتهای پخش (مطالعۀ موردی: شرکت بهپخش) | ||
مدیریت بازرگانی | ||
مقاله 9، دوره 8، شماره 3، 1395، صفحه 637-658 اصل مقاله (394.18 K) | ||
نوع مقاله: مقاله علمی پژوهشی | ||
شناسه دیجیتال (DOI): 10.22059/jibm.2016.60631 | ||
نویسندگان | ||
ناصر عسگری* 1؛ غلامحسین نیکوکار2 | ||
1استادیار مدیریت دولتی، دانشکدۀ مدیریت، دانشگاه شهید ستاری، تهران، ایران | ||
2دانشیار 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 | ||
: توانمندسازی روانشناختی؛ عملکرد فروش؛ شرکت پخش؛ فروشنده | ||
مراجع | ||
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