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Satıcıların Kişilikleri ile Performanslarının ilişkisi; Beş Faktör Modeline Göre Bir Analiz

Year 2010, Volume: 19 Issue: 1, 366 - 381, 01.03.2010

Abstract

Companies creating strong customer relations maximizes the company performance in the long run Therefore selection motivation and performance appraisal of sales force working in customer relations needs more attention Company performance is directly related with sales force performance “Personality traits” of personnel should be analyzed carefully during selection motivation and performance appraisal processes of sales force management High turnover rates observed in sales departments increase the sales force management expenses and decrease the company profits In this study personality traits have been analyzed according to Five Factor Personality Model Salesmen were asked to fill in personality tests and their performance has been evaluated by their supervisors As a result salesman demonstrating high degrees of “Conscientiousness” investigates the details about the customer organizes himself for the sales process and shows high performance in the early stages of sales process Salesman with high “Neuroticism” points shows low performance in customer care after sales Low Neuroticism points reflecting steadiness self control calmness compliance reliability adaptability influences the customer care performance of salesman positively As a general result it is not possible to portray a proposed ideal personality for a successful salesman But it is shown that variousm era of sales process needs different traits of a salesman to be successful in the sales jobs Keywords: Personal Selling Personality Sales Performance Five Factor Model Performance Appraisal

References

  • Bogazzi R.J., S. Celly, F. Coronel, A.R.Kirti (1998). Marketing Management, Prentice Hall Inc., New Jersey
  • Borkenau, P. ve F. Ostendorf (1998). The Big Five as States: How Useful is the Five Factor Model to Describe Intraindividual Variations Over Time? J. of Resarch in Personality, Vol.32.
  • Buskirk, H.R. ve W. J. Stanton (1974). Management of the Salesforce, Richard D.Irwin Inc, Fourth Edition, Illinois.
  • Caligiuri, M. Paula (2000), “The Big Five Personality Charecteristics as Predictors of Expatriates Desire to Terminate the Assignment and Supervisor-Rated Performance”, Personal Psychology, Vol.53, Issue 1.
  • Conte, J.M.,J.N. Gintoft (2005). Polychronicity, Big Five Personality Dimensions, and Sales Performance, Human Performance, 18(4), 427–444
  • Costa, P. T., & McCrae, R. R. (1990). “Personality disorders and the five factor model of personality”, Journal of Personality Disorders, 4, 362-371.
  • Craig, J. R.; R. A. Loheidi, B. Rudolph, M. Leifer , N. Rubin (1998). Relationship between psychological Needs and The Five Factor Model of Personality Classification, Journal of Research in Personality, Vol.32
  • Deeter-Schmelz,D., J. Sojka. ( 2007). Personality Traits and Sales Performance, Exploring Differential Effects of Needs for Cognition and Self-monitoring, Journal of Marketing Theory and Practice, No.15, Vol.2, Spring
  • Depue, A. Richard ve Paul F.Collins (1999), “Neurobiology of the Structure of Personality Dopomine, Facilitation of Incentive Motivation and Extraversion”, Behavioral and Brain Sciences, Vol.22.
  • Digman, J.M. (1990). Personality Structure Emergence of the Five Factor Model, Annual Review of Psychology, Vol.41 February.
  • Ferguson, E., F. Patterson (1998). The Five Factor Model of Personality: Openness a Distinct But Related Construct, Personal Individual Differences, Vol.24 No.6
  • Gülgöz S. (2002). “The five-factor model and NEO-PI-R in Turkey”, in McCRrae, J.Allik, The Five-Factor Model of Personality Across Cultures, Kluwer Academic/Plenum Publishers Hammond, M. (2001). The Use of The Five Factor Model Of Personality as a Therapeutic Tool in Career Counselling, Journal of Career Development, V. 27 No:3.
  • Howard P.J. ve Jane M. Howard (1998), The Big Five Quickstart an Introduction To The Five Factor Model of Personality For Human Resource Professionals,
  • Hayes, Natalie ve Stephen Joseph (2002), “Big Five Correlates of Three Measures of Subjective Weel-Being”, Personality and Individual Differences, Personality and Individual Differences Volume 34, Issue 4, March 2003, Pages 723-727
  • Jackson, W.R., R.D.Hirsh (1996), Sales and sales Management, Prentice Hall., Illinois
  • Jobber, D. ve G. Lancaster (1997). Selling and Management , Pitman Publ., 4th Ed.
  • Karabulut, M. (1998). Profesyonel Satışçılık Yönetimi, Üniversal Bilimsel Yay,İst. İst.
  • Kurtz D.L.,E.L.Bone (1995), Contemporary Marketing Plus, International Edition, Harcourt Brace College Publishers
  • Kwapil, R. Thomas; Michael J.Wrabel ve Cameron A.Pope (2002),” The Five Factor Personality Structure of Dissocreative Experiences”, Personality and Individual Differences, Vol.32
  • McCrae, R.R, P.T. Costa (2004). A contemplated revision of the NEO Five-Factor Inventory,Personality and Individual Differences 36 , 587–596
  • Mount, M. K., Barrick, M. R., & Stewart, G. L. (1998). Five-factor model of personality and performancein jobs involving interpersonal interactions, Human Performance, 11, 145–165.
  • Pulakos ED, N.Schmitt, D.W. Dorsey, S.Arad , J.W. Hedge, W.C. Borman (2002).
  • Predicting adaptive performance: Further tests of a model of adaptability. Human Performance, 15
  • Sarkis, Joseph (2003). Quantitive Models for Performance Measurement SystemsAlternate Considerations, International Journal of Production Economics, Vol.86.
  • Somer, O. , M. Korkmaz, A. Tatar (2002). Beş Faktör Kişilik Envanterinin Geliştirilmesi-I: Ölçek ve Alt Ölçeklerin Oluşturulması, Türk Psikoloji Dergisi, Sayı:17
  • Widmier, S. (2002). The Effects of Incentives and Personality on Salesperson’s Customer Orientation, Industrial Marketing Management, October, Vol. 31 Issue 7, p609-615,
  • Winters, T. Kenneth ve Margeret Palmer (1993). Kişisel Gelişim ve Yönetim Dizisi, İnsan Kaynakları, Rota Yayıncılık, İstanbul.
  • Vinchur, V. J., J.S. Schippmann,F.S. Switzer, P.L.Roth, (1998). A Meta-Analytic Review Of Predictors Of Job Performance For Salespeople, Journal of Applied Psychology, 83, 586–597.

Satıcıların Kişilikleri ile Performanslarının ilişkisi; Beş Faktör Modeline Göre Bir Analiz

Year 2010, Volume: 19 Issue: 1, 366 - 381, 01.03.2010

Abstract

İşletmelerin sağlam müşteri ilişkileri kurması uzun dönemde işletme performansını da arttırmaktadır Bu nedenle işletmeler müşteri ilişkilerini yaratan ve yönlendiren kişisel satış gücünün yönetimine çok önem vermelidirler İşletmelerin performansı satıcıların performansıyla doğrudan ilgilidir Satıcıların işe alınması motivasyonlarının sağlanması ve performanslarının değerlendirilmesi aşamalarında “kişilik özellikleri” dikkatle analiz edilmelidir Satıcıların sıklıkla işten ayrılması ve yeni satıcıların işe alınması satış gücü yönetim maliyetini yükseltmekte ve dolayısıyla işletme karlılığını azaltmaktadır Bu çalışmada öncelikli olarak satıcıların kişilik özellikleri Beş Faktör Modeli çerçevesinde değerlendirilmiştir Bu amaçla satıcılardan kişilik özelliklerini ortaya çıkarmak amacıyla bir envanter cevaplamaları istenmiştir Kişilik performans ilişkisinin sorgulandığı bu çalışma kapsamında satıcıların performanslarının değerlendirmesi ise yöneticileri tarafından yapılmıştır Kısaca sonuçlara bakıldığında satışın ön hazırlık aşamasında müşterilerinin özelliklerini titizlikle araştıran düzenli bir şekilde organize olan amaçları doğrultusunda faaliyet gösteren satıcıların başarılı oldukları tespit edilmiştir Duygusal denge faktöründen yüksek puana sahip nevrotiklik düzeyi yüksek satıcıların müşteriyi satış sonrası takip etme performansı düşük olmuştur Düşük duygusal denge kişilik özelliği olan satıcılarda görülen sarsılmazlık kendi kendine yetme sakinlik uysallık güvenilirlik rahat adapte olabilme gibi özellikler ise bu satıcıların müşteri takibi performansını olumlu yönde etkilemektedir Satıcıların satış faaliyetlerinde başarılı olabilmeleri için sahip olması öngörülebilecek ideal bir kişilik tipinden söz etmek mümkün değildir Satış oldukça zor bir süreçler dizisidir dolayısıyla satışın farklı aşamalarında farklı kişilik özelliklerinin ön plana çıkması müşteri ilişkilerinde başarıyı arttıracaktır Anahtar Kelimeler: Kişisel Satış Kişilik Satış Performansı Beş Faktör Modeli Performans Değerlemesi

References

  • Bogazzi R.J., S. Celly, F. Coronel, A.R.Kirti (1998). Marketing Management, Prentice Hall Inc., New Jersey
  • Borkenau, P. ve F. Ostendorf (1998). The Big Five as States: How Useful is the Five Factor Model to Describe Intraindividual Variations Over Time? J. of Resarch in Personality, Vol.32.
  • Buskirk, H.R. ve W. J. Stanton (1974). Management of the Salesforce, Richard D.Irwin Inc, Fourth Edition, Illinois.
  • Caligiuri, M. Paula (2000), “The Big Five Personality Charecteristics as Predictors of Expatriates Desire to Terminate the Assignment and Supervisor-Rated Performance”, Personal Psychology, Vol.53, Issue 1.
  • Conte, J.M.,J.N. Gintoft (2005). Polychronicity, Big Five Personality Dimensions, and Sales Performance, Human Performance, 18(4), 427–444
  • Costa, P. T., & McCrae, R. R. (1990). “Personality disorders and the five factor model of personality”, Journal of Personality Disorders, 4, 362-371.
  • Craig, J. R.; R. A. Loheidi, B. Rudolph, M. Leifer , N. Rubin (1998). Relationship between psychological Needs and The Five Factor Model of Personality Classification, Journal of Research in Personality, Vol.32
  • Deeter-Schmelz,D., J. Sojka. ( 2007). Personality Traits and Sales Performance, Exploring Differential Effects of Needs for Cognition and Self-monitoring, Journal of Marketing Theory and Practice, No.15, Vol.2, Spring
  • Depue, A. Richard ve Paul F.Collins (1999), “Neurobiology of the Structure of Personality Dopomine, Facilitation of Incentive Motivation and Extraversion”, Behavioral and Brain Sciences, Vol.22.
  • Digman, J.M. (1990). Personality Structure Emergence of the Five Factor Model, Annual Review of Psychology, Vol.41 February.
  • Ferguson, E., F. Patterson (1998). The Five Factor Model of Personality: Openness a Distinct But Related Construct, Personal Individual Differences, Vol.24 No.6
  • Gülgöz S. (2002). “The five-factor model and NEO-PI-R in Turkey”, in McCRrae, J.Allik, The Five-Factor Model of Personality Across Cultures, Kluwer Academic/Plenum Publishers Hammond, M. (2001). The Use of The Five Factor Model Of Personality as a Therapeutic Tool in Career Counselling, Journal of Career Development, V. 27 No:3.
  • Howard P.J. ve Jane M. Howard (1998), The Big Five Quickstart an Introduction To The Five Factor Model of Personality For Human Resource Professionals,
  • Hayes, Natalie ve Stephen Joseph (2002), “Big Five Correlates of Three Measures of Subjective Weel-Being”, Personality and Individual Differences, Personality and Individual Differences Volume 34, Issue 4, March 2003, Pages 723-727
  • Jackson, W.R., R.D.Hirsh (1996), Sales and sales Management, Prentice Hall., Illinois
  • Jobber, D. ve G. Lancaster (1997). Selling and Management , Pitman Publ., 4th Ed.
  • Karabulut, M. (1998). Profesyonel Satışçılık Yönetimi, Üniversal Bilimsel Yay,İst. İst.
  • Kurtz D.L.,E.L.Bone (1995), Contemporary Marketing Plus, International Edition, Harcourt Brace College Publishers
  • Kwapil, R. Thomas; Michael J.Wrabel ve Cameron A.Pope (2002),” The Five Factor Personality Structure of Dissocreative Experiences”, Personality and Individual Differences, Vol.32
  • McCrae, R.R, P.T. Costa (2004). A contemplated revision of the NEO Five-Factor Inventory,Personality and Individual Differences 36 , 587–596
  • Mount, M. K., Barrick, M. R., & Stewart, G. L. (1998). Five-factor model of personality and performancein jobs involving interpersonal interactions, Human Performance, 11, 145–165.
  • Pulakos ED, N.Schmitt, D.W. Dorsey, S.Arad , J.W. Hedge, W.C. Borman (2002).
  • Predicting adaptive performance: Further tests of a model of adaptability. Human Performance, 15
  • Sarkis, Joseph (2003). Quantitive Models for Performance Measurement SystemsAlternate Considerations, International Journal of Production Economics, Vol.86.
  • Somer, O. , M. Korkmaz, A. Tatar (2002). Beş Faktör Kişilik Envanterinin Geliştirilmesi-I: Ölçek ve Alt Ölçeklerin Oluşturulması, Türk Psikoloji Dergisi, Sayı:17
  • Widmier, S. (2002). The Effects of Incentives and Personality on Salesperson’s Customer Orientation, Industrial Marketing Management, October, Vol. 31 Issue 7, p609-615,
  • Winters, T. Kenneth ve Margeret Palmer (1993). Kişisel Gelişim ve Yönetim Dizisi, İnsan Kaynakları, Rota Yayıncılık, İstanbul.
  • Vinchur, V. J., J.S. Schippmann,F.S. Switzer, P.L.Roth, (1998). A Meta-Analytic Review Of Predictors Of Job Performance For Salespeople, Journal of Applied Psychology, 83, 586–597.
There are 28 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Doç.dr.canan Madran This is me

Tahsin Akdoğan This is me

Publication Date March 1, 2010
Submission Date December 29, 2013
Published in Issue Year 2010 Volume: 19 Issue: 1

Cite

APA Madran, D., & Akdoğan, T. (2010). Satıcıların Kişilikleri ile Performanslarının ilişkisi; Beş Faktör Modeline Göre Bir Analiz. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 19(1), 366-381.