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بررسی اثر پیگمالیون مدیران شعب بر عملکرد فروش کارکنان فروشگاه‌های هالیدی | ||
| مدیریت بازرگانی | ||
| دوره 15، شماره 2، 1402، صفحه 334-349 اصل مقاله (490.28 K) | ||
| نوع مقاله: مقاله علمی پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/jibm.2022.341344.4346 | ||
| نویسندگان | ||
| منصور طاهباز1؛ عباسعلی رستگار* 2؛ داود فیض3 | ||
| 1کارشناسی ارشد، گروه مدیریت کسب‌وکار، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران. | ||
| 2دانشیار، گروه کسب‌وکار، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران. | ||
| 3استاد، گروه کسب‌وکار، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران. | ||
| چکیده | ||
| هدف: در این پژوهش اثر پیگمالیون مدیران شعب، بر عملکرد فروش کارکنان فروشگاه‌های هالیدی بررسی شده است. روش: جامعه آماری پژوهش حاضر، کارمندان فروشگاه‌های هالیدی در سطح شهر تهران است که در مجموع 22 کارمند را شامل می‌شود و تمامی کارمندان برای نمونه انتخاب شدند. روش این پژوهش، تجربی است (طرح دو‌گروهی نوع دوم). این پژوهش از یک گروه کنترل و یک گروه آزمایش تشکیل شده است. بر این اساس، کارمندان منتخب شهر تهران، به‌طور کاملاً تصادفی، به دو گروه آزمایش و کنترل (11 نفر گروه آزمایش و 11 نفر گروه کنترل) دسته‌بندی شدند. ابتدا از هر دو گروه، پیش‌آزمون به‌عمل آمد و بعد از آموزش اثر پیگمالیون به مدیران، از هر دو گروه پس‌آزمون گرفته شد. برای گردآوری اطلاعات از پرسشنامه استاندارد عملکرد فروش والنزوئلا و همکاران (2014) استفاده شد. از نظرهای استادان راهنما، مشاور، صاحب‌نظران و متخصصان مدیریت نیز برای بررسی و تعیین روایی سؤال‌ها بهره برده شد. پایایی سؤال‌ها با استفاده از آلفای کرونباخ بررسی شد که درصد بالای مقدار آلفا (825/0) گویای پایایی خوب سؤال‌ها بود. آزمون فرضیه‌ها با استفاده از تحلیل کواریانس چندمتغیره (مانکوا) و تک‌متغیر (آنکوا) در نرم‌افزار اس‌پی‌اس‌اس انجام شد. یافته‌ها: نتایج نشان داد که اثر پیگمالیون مدیران شعب مجموعه هالیدی، بر ارتقای عملکرد فروش کارکنان، یعنی ویژگی‌های نقش فروشندگی، مهارت‌های نیروی فروش، ارزش دوره عمر مشتری و مشتری‌گرایی، تأثیر مثبت و معناداری دارد. نتیجه‌گیری: اثر پیگمالیون مدیران رابطه مثبتی با ویژگی‌های نقش فروشندگی کارکنان فروش شعب هالیدی داشته است. | ||
| کلیدواژه‌ها | ||
| اثر پیگمالیون؛ ارتقای عملکرد؛ فروش کارکنان | ||
| عنوان مقاله [English] | ||
| Investigating the Pygmalion Effect in Managers on the Sales Performance of Employees in Holiday Chain Store branches | ||
| نویسندگان [English] | ||
| Mansour Tahbaz1؛ Abbasali Rastgar2؛ Davood Feiz3 | ||
| 1MSc., Department of Business Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran. | ||
| 2Associate Prof., Department of Business Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran. | ||
| 3Prof., Department of Business Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran. | ||
| چکیده [English] | ||
| Objective One of the most important factors for employees' success is focusing on the positive outcome of each situation, according to which they increase their trust and commitment. Hence, those who are positively focused can act very boldly and continue their efforts until achieving the desired result. The Pygmalion effect is a psychological principle related to the effective management of people. If employees think that their organization will be successful, they may subconsciously take action on this issue. As a sales manager, your ability to develop and retain sales representatives is critical to your company's performance and future success. Retaining employees in sales is still an important issue. Also, when salespeople are gaining skills to prepare for and succeed in their role, they are more likely to be job-satisfied and feel that their employer values their work. These factors reduce the likelihood of their willingness to resign. Holliday Chain Store as an enterprise is no exception to this rule. For this purpose, this study investigates the Pygmalion effect in branch managers on improving the sales performance of employees in the named chain store. Methodology It is an experimental, cross-sectional, and controlled clinical trial study. The statistical population of the present study includes 22 employees of a Holiday branch in Tehran. They were randomly divided into two groups; 11 in the experimental group and 11 in the control group. The standard sales performance questionnaire of Venezuela et al. (2014) was used to collect the needed data. In this study, the opinions of the supervisor, experts, and management specialists were used to check and determine the validity of the questions, and Cronbach's alpha was used to check their reliability. A high percentage of the alpha value indicated the reliability of the questions. Hypotheses were tested using multivariate analysis of covariance (MANCOVA) and univariate analysis (ANKWA) using SPSS software. Findings The results showed that the Pygmalion effect in managers of Holliday store branches on improving the sales performance of employees (characteristics of sales role, sales force skills, the value of customer life cycle, and customer orientation) is positive and significant. Conclusion The results showed that the Pygmalion effect in Holliday’s branch managers has a significant and positive influence on improving the sales performance of employees (sales role characteristics, sales force skills, customer lifetime value, and customer orientation). Also, the Pygmalion effect impacts business and manager-employee relations (teacher-student). A manager who knows the skills and talents of his subordinates can help them achieve their goals. The relationship between managers and employees (teacher-student) is an example of the Pygmalion Effect on strengthening and improving the skills of people in business and effectively recognizing their skills and using them to achieve the set goals. Also, according to the beta value of this variable, the Pygmalion effect in managers has a positive relationship with the customer lifetime value of sales employees, in other words, the continuous presence of managers in such periods can strengthen the value cycle of sales employees' customers. Individuals' tendencies are formed based on their direct perceptions of the conditions of expectations that others have about them. As a result, it is recommended to identify hidden talents and skills of employees by holding group training courses and activities with the presence of sales staff and to achieve this goal by focusing and promoting these positive skills throughout the journey. Create better changes in the sales performance of employees | ||
| کلیدواژه‌ها [English] | ||
| Employee sales, Improve performance, Pygmalion effect | ||
| مراجع | ||
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اکبری، محسن؛ آل طه، سیدحسن؛ فرخنده، مهسا و پوررجبی، آیدا (1395). بررسی تأثیر ویژگی‌های نقش و عوامل فردی فروشنده بر عملکرد نیروهای فروش: مورد مطالعه نمایندگی‌های بیمه پاسارگاد استان گیلان. پژوهش‌های بیمه‌ای، 1(2)، 115- 143.
علایی حسینی، بهمن (1398). اثر پیگمالیون بر عملکرد زیردستان با میانجیگری فشار روانی (استرس) و تعدیل‌کنندگی متغیرهای جمعیت‌شناختی (جنسیت). پایان‌نامه کارشناسی ارشد، دانشگاه سمنان.
رشیدی، حسین (1400). تأثیر اشتیاق بر عملکرد فروش به‌واسطه نقش میانجیگری استراتژی‌های مذاکره (مورد مطالعه: فروشندگان شرکت‌های پخش مشهد). پایان‌نامه کارشناسی ارشد. مؤسسه آموزش عالی خردگرایان مطهر، گروه مدیریت صنعتی و بازرگانی.
شکری، محمد و رشیدی، احتشام. (1396). بررسی اثر پیگمالیون بر انگیزه پیشرفت و توانمندسازی کارکنان با میانجیگری تیپ‌های شخصیتی (مطالعه موردی: شعب بانک انصار استان سمنان). دومین کنفرانس ملی مدیریت راهبردی خدمات، نجف‌آباد.
وفاخواه، مریم؛ مرجانی، امیربابک؛ علی رستگار، عباس و علیئی، نسترن (1394). بررسی تأثیر آموزش اثر پیگمالیون (غیرفریبکارانه) به مدیران بر عملکرد کارکنان (بانک ملت). کنفرانس بین‌المللی مدیریت، اقتصاد و مهندسی صنایع، تهران.
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