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基于目标设定理论,构建了一个被中介的调节作用模型,探讨正式控制(包括结果控制和行为控制)对销售人员绩效的影响。实证结果表明:结果控制、行为控制分别与销售绩效显著正相关;结果控制与行为控制对销售绩效有交互的影响效应,结果控制与行为控制较强时,销售绩效更高;销售人员的顾客导向行为对上述交互效应与销售绩效的关系起部分中介作用。本研究的结论说明销售管理者需要通过结果控制为下属设置目标,配合使用行为控制提供反馈,从而激发销售人员迎合顾客需求的销售行为,提升其销售绩效。
Based on the theory of goal setting, a mediation model of intermediary is constructed to discuss the influence of formal control (including result control and behavior control) on salesperson performance. The empirical results show that: the results of control and behavior control were significantly and positively correlated with the sales performance respectively; the results of the control and behavior control had interactive effects on the sales performance; the results of the control and behavior control were strong, the sales performance was higher; the salesperson’s customer orientation Behavior on the interaction between the above and sales performance of the relationship between the intermediary part played a part. The conclusion of this study shows that the sales manager needs to set a goal for the subordinate through the result control and cooperate with the behavior control to provide feedback to stimulate the sales staff to meet the needs of the customer’s sales behavior and improve their sales performance.