Publication: Satış elemanlarının satış yöneticilerine olan güveninin iş tatminindeki rolü ve ilaç sektöründe bir uygulama
Abstract
İşletmelerin modern pazarlama anlayışını kabul edip uygulamalarıyla birlikte, tüketici ve müşteri ihtiyaçlarının tatmin edilmesi koşulu ile başlayan yepyeni bir satış yönetimi yaklaşımı ortaya çıkmıştır. Bu anlayış içerisinde, işletme ve müşteri arasında en önemli araç ise firmanın en yakın temsilcisi olan satış elemanı olmaktadır. Elbette müşteri tatmini için pazarlama satış faaliyetlerinde bulunan firmanın en değerli ve araç ve değişkenlerinden bir olan satış elemanlarının söz konusu firmaya duydukları ya da gösterdikleri tepkinin olumlu olması istenir. Bu durumda, satış elemanlarının söz konusu işle ilgili bir tatmin olma durumundan bahsedilebilecektir. İş tatmininin ortaya konulabilmesi için, öncelikle, firma, satış yöneticisi ve satış elemanlığı mesleğiyle ilgili bazı kavram ve değişkenlerin doğru olarak tespit edilmesi gerekmektedir. Bu yüzden, satış elemanlarının iş tatminlerinde satış yöneticilerine olan güvenin rolünün, satış elemanlarının iş tatmini içsel ve dışsal olarak iki kısımda irdelenmektedir. Satış yöneticilerine olan güven ise; yönetsel fırsatçılık, değer paylaşımcılığı, yönetsel saygı, destekleyicilik ve dürüstlük unsurlarının, hem birbirleriyle hem satış yöneticilerine olan güvenle hem de iş tatminiyle olan etkileşimleri yönüyle irdelenmektedir. Bahsedilen güven değişkenlerinin beş tanesinin de aynı akademik çalışmada yer aldığı aynı zamanda içsel ve dışsal iş tatminiyle ilişkilerini ortaya konulduğu uluslarası alanda ve ülkemizde bugüne değin bir akademik bir çalışma söz konusu değildir. Yapmış olduğumuz araştırmanın uygulaması, ilaç sektöründe yer alan ve İstanbul’ da faaliyet gösteren 130 firmada çalışan 244 tane satış temsilcini kapsamaktadır. Elde edilen söz konusu bulgulara, kanonik korelasyon analizi uygulanarak, satış elemanlarının satış yöneticilerine olan güveninin iş tatminindeki rolü ortaya konulmuştur.
Modern sales management issues, accepted implemented and experienced by the firms that has brought about the needs of customer satisfaction through the sales people in progressive marketing perspective. In which aspects, the vital component of the company in the target market between firm and customer has been sales people. In the sales activities, some variables affect sales people’s point of views and reactions to their own job and behaviour. Many of those are desired and expected fit in to the sales policies . By Many of scholars , reactions mentioned above, is sales people’s job satisfaction In order to make job satisfaction expilicit for sales people, what necessary is to define and describe some factors depending on this study’s main puppose, concerning with interactive affairs of the firm, sales management and salesmanship. In this study, we aimed to examine the role of trustworthiness of sales managers for the sales people on their intrinsic and extrinsic job satisfaction. The determinations of salesmen’s trust ın sales managers, are managerial opportunizm, shared-values, managerial respect, benevolence-support, and honesty . Those five factors determined to sales managers’s trustwothiness for salesmen and also sales people’s job satisfaction in the way that intrinsic and extrinsic that have not been exemined in the same academic research so far; in the marketing and sales management literature. The sample of this study consisted of 244 sales people working for the 130 firms dealing in drug and chemistry industry in İstanbul. In the process of time, via interwieved, telephoned and e-mailed have been done to the experts in 130 firms. Thus, particular hospitals are determined for survey range where the salespeople call at, because of their being assigned. Respondents came, face to face, e-mail and turned in by hand. The datas are obtained in this way mentioned above ,which analyized by the canonical correlation method. Therefore, the purpose of this study that is the role of the salespeople’s trust in sales manager for intrinsic and extrinsic job satisfaction has been examined and concluded
Modern sales management issues, accepted implemented and experienced by the firms that has brought about the needs of customer satisfaction through the sales people in progressive marketing perspective. In which aspects, the vital component of the company in the target market between firm and customer has been sales people. In the sales activities, some variables affect sales people’s point of views and reactions to their own job and behaviour. Many of those are desired and expected fit in to the sales policies . By Many of scholars , reactions mentioned above, is sales people’s job satisfaction In order to make job satisfaction expilicit for sales people, what necessary is to define and describe some factors depending on this study’s main puppose, concerning with interactive affairs of the firm, sales management and salesmanship. In this study, we aimed to examine the role of trustworthiness of sales managers for the sales people on their intrinsic and extrinsic job satisfaction. The determinations of salesmen’s trust ın sales managers, are managerial opportunizm, shared-values, managerial respect, benevolence-support, and honesty . Those five factors determined to sales managers’s trustwothiness for salesmen and also sales people’s job satisfaction in the way that intrinsic and extrinsic that have not been exemined in the same academic research so far; in the marketing and sales management literature. The sample of this study consisted of 244 sales people working for the 130 firms dealing in drug and chemistry industry in İstanbul. In the process of time, via interwieved, telephoned and e-mailed have been done to the experts in 130 firms. Thus, particular hospitals are determined for survey range where the salespeople call at, because of their being assigned. Respondents came, face to face, e-mail and turned in by hand. The datas are obtained in this way mentioned above ,which analyized by the canonical correlation method. Therefore, the purpose of this study that is the role of the salespeople’s trust in sales manager for intrinsic and extrinsic job satisfaction has been examined and concluded