طراحی مدل ارزش ویژه نیروی فروش مبتنی بر خلق ارزش در زنجیره فروش با استفاده از رویکرد S-O-R (ﻣﻄﺎﻟﻌـﻪ ﻣﻮردی :شعب بانک دی در شهر تهران)

نویسندگان

دانشگاه خوارزمی

چکیده

نیروی فروش به عنوان یک منبع استراتژیک و ارزشمند در سازمان می‌تواند با اضافه کردن اعتبار به شرکت در شکل دهی و ایجاد ارزش ویژه و همچنین بر وفاداری مشتری بسیار موثر باشد. هدف اصلی تحقیق حاضر بررسی عوامل و پیش‌رانهای ارزش ویژه نیروی فروش با نگاه کلی و جامع به ویژگی‌های عوامل نیروی فروش‚ ارزش افزوده توسط فروشندگان و رفتار مشتری در مورد نحوه‌ی خدمات‌دهی است.روش تحقیق حاضر کاربردی با ماهیت پیمایشی است. ابزار جمع‌آوری اطلاعات پرسشنامه ای با 32 شاخص است که  پایایی آن به روش آلفای کرونباخ  9/81% تایید شده است. جامعه آماری کلیه مشتریان شعب بانک دی در شهر تهران است و از روش خوشه‌گیری تصادفی برای انتخاب نمونه‌ها استفاده شده و تعداد 384 نمونه سالم جمع اوری شده است. برای تجزیه و تحلیل داده‌ها نیز از روش معادلات ساختاری و تحلیل عاملی تاییدی استفاده شده‌است و نتایج حاصل از تحقیق روابط مطابق با مدل ارائه شده را تایید می‌کنند. نتایج، ویژگی‌های نیروی فروش، ارزش ادراک شده مشتری و وفاداری مشتری به نیروی فروش را به عنوان متغیرهای تاثیرگذار بر ایجاد ارزش ویژه معرفی کرده است.از سوی دیگر رابطه معنی داری بین "ویژگی ها" و "ارزش ادراک شده" و "ارزش ادراک شده" و "رفتار مشتری" مشاهده گردید.

کلیدواژه‌ها

عنوان مقاله [English]

Designing a value-specific model of sales force based on value creation in the sales chain using S-O-R approach

نویسندگان [English]

  • Soheila Koddami
  • Bahare Osanlou
  • mahsa Sharifi

چکیده [English]

In today's highly competitive market, organizations are constantly seeking new ways to create specific value and competitive advantage. As a strategic and valuable source, sales force can be very effective in forming and creating specific value and improve customer loyalty through adding value and credit to the organization. Despite the impact and importance of this, the role sales force plays hasn't been taken into account properly. The main goal of this study is to investigate the factors and specific-value driving forces with a comprehensive look at the characteristics of sales force agents, value added by vendors and customer behavior on how to provide services. Survey research methodology is used in this study. A 32-index questionnaire is used as the data collecting instrument which the stability was confirmed as 81.9% using Cronbach's alpha method. Statistical population is composed of all the customers of Day Bank branches in Tehran. Random cluster sampling was used to choose samples and 384 sound samples were gathered. Structural equation method and confirmatory factor analysis were used to analyze the gathered data. The results confirmed the relations based on the proposed model. The results suggest that the characteristics of sales force, perceived value of the customer and customer loyalty to sales force can be very influential to value creation. On the other hand, there's a significant relation between "characteristics" and "perceived value", and between "perceived value" and "customer behavior".

کلیدواژه‌ها [English]

  • S-O-R approach
  • salesperson equity
  • Risk perceived
  • salesperson reputation
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