Investigation of Market Orientation and Self-Efficacy Effects on Sale Force Performance: Mediator Role of Sales Force Creativity and Innovation Implementation

Q2 Business, Management and Accounting

Journal of Relationship Marketing Pub Date : 2018-04-02 DOI:10.1080/15332667.2018.1440147

H. Fallah, Haniyeh Jafariyan, Shiva Savabieh

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引用次数: 13

Abstract

ABSTRACT This research seeks to investigate the effect of sales force market orientation and self-efficacy on sales force performance, taking into account the mediator role of sales creativity and innovation performance. The statistical population of this research is the sales force of insurance agents, including car insurance, life insurance, etc. Using a simple sampling method, among 50 branches of insurance agents in Yazd province, 120 individuals were randomly selected. Using a Morgan table, 92 individuals were selected, and 95 questionnaires were distributed to the sample; after the removal of incomplete, illegible, or not delivered responses, 79 were collected, which was appropriate and acceptable. For data analysis, Smart PLS software and partial least squares method were used. The results of the research indicate that, among the three dimensions of sales market orientation, customer orientation and interfunctional coordination have a positive and significant impact on sales force creativity. Also, the implementation of sales force innovation mediates the relationship between sales force creativity and performance, while sales force self-efficacy has a significant impact on sales force performance.

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市场导向和自我效能对销售人员绩效的影响研究：销售人员创造力和创新实施的中介作用

摘要本研究旨在考察销售人员的市场导向和自我效能感对销售人员绩效的影响，同时考虑销售创造力和创新绩效的中介作用。本研究的统计人群是保险代理人的销售队伍，包括汽车保险、人寿保险等。使用简单的抽样方法，在亚兹德省的50家保险代理人分支机构中，随机选择120人。使用Morgan表，选择了92个人，并向样本分发了95份问卷；在去除不完整、难以辨认或未送达的回复后，收集了79份，这是适当和可接受的。数据分析采用Smart PLS软件和偏最小二乘法。研究结果表明，在销售市场导向三个维度中，客户导向和职能间协调对销售队伍创造力有积极而显著的影响。此外，销售人员创新的实施中介了销售人员创造力和绩效之间的关系，而销售人员自我效能感对销售人员绩效有显著影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Relationship Marketing Business, Management and Accounting-Marketing

CiteScore

10.20

自引率

0.00%

发文量

期刊介绍： The Journal of Relationship Marketing is a quarterly journal that publishes peer-reviewed (double-blind) conceptual and empirical papers of original works that make serious contributions to the understanding and advancement of relationship and marketing theory, research, and practice. This academic journal is interdisciplinary and international in nature. Topics of interest (not limited to): Evolution and life cycle of RM; theoretical and methodological issues in RM; types of RM, networks and strategic alliances; internal communication, quality, trust, commitment, satisfaction, loyalty, and dissolution in RM; applications of RM in different disciplines and industries; international perspectives in RM; RM strategies in services economy, higher education, and e-commerce; RM, technology, and the Web; profitability and RM; case studies and best practices in RM. If you are interested in becoming an ad-hoc reviewer, please e-mail a brief statement indicating your area of expertise and interest along with a copy of your CV.