تاثیر شخصیت ادراک ‌شده بر شهرت نیروی فروش و پیامد آن بر سهم شرکت از کیف پول مشتری و تمایل به‌ دفعات خرید با میانجیگری ارزش‌افزوده تجربی و تعدیلگری تعامل بین نیروی فروش و مشتر

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران

2 دانشجوی دکتری مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران

چکیده

شهرت به­عنوان ادراک کلی افراد در مورد خصوصیات برجسته شرکت تعریف‌شده است. در موقعیت فروش، شهرت نیروی فروش برای خریداران دارای اهمیت می‌باشد. فروشندگان حرفه­ای با عملکرد خودشان تصویر ذهنی مثبتی را در ذهن مشتریان نسبت به شرکت به وجود می­آورند و این تصویر ذهنی باعث می­شود  مشتریان  به شرکت جذب شوند و مبلغ شرکت در نزد دیگران باشند که درنهایت به افزایش سود شرکت منتج می‌شود . لذا در این تحقیق سعی شده،" تاثیر شخصیت ادراک‌شده بر شهرت نیروی فروش و پیامد آن بر سهم از کیف پول مشتری و تمایل به‌دفعات خرید " بررسی شود. بر این اساس مطالعه حاضر به لحاظ هدف، کاربردی و برحسب روش، توصیفی از نوع همبستگی است. با روش نمونه‌گیری تصادفی ساده تعداد 80  نفر از  افرادی که با نیروی فروش شرکت‌های مستقر در پارک علم و فناوری شهر سمنان در ارتباط هستند به‌عنوان نمونه انتخاب شدند. به‌منظور، تحلیل داده­ها از روش حداقل مربعات جزئی استفاده شد. نتایج بیان می­کند که شخصیت ادراک‌شده پایدار و شخصیت ادراک‌شده انعطاف‌پذیر بر شهرت تاثیر مثبت و معناداری دارد. به‌منظور ارتقا وفاداری مشتری از طریق شهرت نیروی فروش باید بر ارزش‌افزوده تجربی تأکید گردد. همچنین، وفاداری مشتری بر سهم شرکت از کیف پول مشتری و تمایل به‌دفعات خرید تاثیر مثبت و معناداری دارد. متغیر تعدیل­گر تعامل بین نیروی فروش و مشتری، بر رابطه بین وفاداری مشتری و تمایل به‌دفعات خرید تاثیرگذار می‌باشد. قابل‌ذکر است که متغیر تعدیل گر تعامل بین نیروی فروش و مشتری بر رابطه وفاداری مشتری بر سهم از کیف پول مشتری تاثیرگذار نمی‌باشد.

کلیدواژه‌ها

عنوان مقاله [English]

The effect of the 5-factor model of personality on the reputation of the sales force and its consequences on the company's share of the customer's wallet and the desire to purchase frequently with the mediation of added experiential value and the moderation of the interaction between sales force and customer

نویسندگان [English]

  • azim zarei 1
  • fahime mahavarpoor 2
2 semenan
چکیده [English]

Reputation is defined as people’s general perception about a company's outstanding characteristics. In sale position, salesperson reputation is important for customers. Professional salespeople with their good performance create a positive mental image in the customers mind towards the company. This mental image attracts customers to the company and makes customers be presenter of the company in front of others which ultimately leads to an increase in the company's profits. Purpose of this study considers effect of perceived personality on reputation of sales force and it’s consequences on company's share of customer's wallet and desire to purchase frequency. According to this, present study in terms of objective and methodology is practical and descriptive correlational respectively .Using simple random sampling method, 80 people who are connected with the sales force of the companies located in Semnan science and technology park were selected as samples. For data analysis partial least squares method was used. Results of study showed that stable perceived personality and flexible perceived personality have positive meaningful impact on salesperson reputation. Due to enhancing Loyalty through ealesperson reputation we should emphasize on added experiential value. Also customer's loyalty has positive meaningful impact on both share of customert’s wallet and desire to times of shopping. Moderate of congruence between salesperson customer and customer affects relationship between loyalty and desire to times of shopping. Moderate of congruence between salesperson customer and customer doesn’t have any effects on relationship between loyalty and company's share

کلیدواژه‌ها [English]

  • perceived personality
  • salesperson reputation
  • salesforce and customer interaction
  • added experiential value

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نشریه علمی راهبردهای بازرگانی
دوره 18، شماره 18
اسفند 1400
صفحه 145-165

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