不同销售工作类型中销售与服务兼顾的细微差别

IF 4.5 2区 管理学 Q1 BUSINESS
Mohamed Sobhy Temerak, Milena Micevski, Selma Kadić-Maglajlić, Zoran Latinovic
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引用次数: 0

摘要

在当今的销售组织中,销售人员同时负责向客户销售和为客户提供服务的 "双面销售 "方法已成为一种常态。迄今为止,有文献指出,在销售与服务兼顾的销售方式中,服务部分是一种 "越多越好 "的心态。然而,人们对不同销售工作的服务价值却知之甚少,因为这些工作对销售努力的要求各不相同。为了弥补这一不足,作者首先根据销售人员在销售中需要投入的精力,即销售提供精力(SPe),提出了一种更具通用性的销售工作类型。其次,他们在随后的两项研究中表明,服务的价值取决于所从事的销售工作类型。有趣的是,在 SPe 水平较低的销售工作中,客户对服务的重视程度较低,而从事此类工作的销售人员则认为,对服务的高要求是一项值得欢迎的挑战。对于管理者来说,这意味着需要在挑战销售人员和确保有效引导销售资源以提高客户满意度和忠诚度之间找到平衡。
本文章由计算机程序翻译,如有差异,请以英文原文为准。

Nuances of Sales–Service Ambidexterity across Varied Sales Job Types

Nuances of Sales–Service Ambidexterity across Varied Sales Job Types

An ambidextrous approach to selling, in which salespeople are concurrently responsible for both selling to and servicing the customer, has become the norm in today's selling organizations. To date, the literature points to a ‘the more, the better’ mentality when it comes to the servicing part of sales–service ambidexterity. However, little is known about the value of servicing across sales jobs with varying demands for selling effort. To address this gap, the authors first propose a more generalizable sales job typology that is based on the amount of effort salespeople are required to invest in selling, that is, sales provision effort (SPe). Second, in two subsequent studies, they show that the value of servicing depends on the type of sales job performed. Interestingly, servicing is less valued among customers in sales encounters with low levels of SPe, while salespeople in such jobs find high demands for servicing to be a welcoming challenge. For managers, this implies the need to find a balance between challenging their salespeople and ensuring effective direction of sales resources towards improvement of customer satisfaction and loyalty.

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来源期刊
CiteScore
10.00
自引率
12.50%
发文量
87
期刊介绍: The British Journal of Management provides a valuable outlet for research and scholarship on management-orientated themes and topics. It publishes articles of a multi-disciplinary and interdisciplinary nature as well as empirical research from within traditional disciplines and managerial functions. With contributions from around the globe, the journal includes articles across the full range of business and management disciplines. A subscription to British Journal of Management includes International Journal of Management Reviews, also published on behalf of the British Academy of Management.
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