INVESTIGATING THE EFFECTS OF SALESPERSONS’ SELLING AND CUSTOMER ORIENTATIONS ON THEIR ORGANIZATIONAL COMMITMENT BY STRUCTURAL EQUATION MODEL: A RESEARCH IN DUZCE

Year 2020, Volume: 19 Issue: 76, 1968 - 1983, 15.10.2020

Abdülvahap Baydaş , Abdulaziz Sezer

https://doi.org/10.17755/esosder.708303

Abstract

The aim of this study is to determine the effect of selling orientation and customer orientation of salespersons on the organizational commitment. Population of the research includes salespersons in different kinds of shopping stores in Duzce. In the study, data were collected from 160 salespersons by face-to-face survey method by using convenient sampling method. Data obtained have been analyzed using SPSS and AMOS programs. In this study, exploratory factor analysis was conducted for construct validity and hypotheses were tested with structural equation model. According to the exploratory factor analysis, it was seen that salespersons perceived selling orientation, customer orientation and organizational commitment in one dimension. According to the analysis results of the structural equation model proposed in the study, it was found that customer orientation had a significant positive effect on organizational commitment.

Keywords

Salespersons, Customer Orientation, Selling Orientation, Organizational Commitment, Structural Equation Modeling (SEM)

SATIŞ PERSONELLERİNİN SATIŞ VE MÜŞTERİ YÖNLÜLÜKLERİNİN ÖRGÜTSEL BAĞLILIKLARINA ETKİSİNİN YAPISAL EŞİTLİK MODELİ İLE İNCELENMESİ: DÜZCE’DE BİR UYGULAMA

Abstract

Bu çalışmanın amacı, satış elemanlarının satış ve müşteri yönlülüklerinin örgütsel bağlılıklarına etkisini belirlemektir. Araştırmanın evrenini Düzce’de bulunan perakende satış mağazalarında çalışan satış elemanları oluşturmaktadır. Araştırmada nicel araştırma yöntemi kullanılmış ve kolayda örneklem yöntemi ile 160 satış personelinden yüz yüze anket tekniği ile birincil veriler toplanmış olup, elde edilen veriler SPSS ve AMOS paket programlarında analiz edilmiştir. Çalışmada yapı geçerliliği için açımlayıcı faktör analizi yapılmış ve hipotezler yapısal eşitlik modeli ile test edilmiştir. Yapılan açımlayıcı faktör analizi sonuçlarına göre satış sorumlularının satış yönlülük, müşteri yönlülük ve örgütsel bağlılık değişkenlerini tek boyutta algıladıkları görülmüştür. Çalışmada önerilen yapısal eşitlik modelinin analiz sonuçlarına göre, müşteri yönlülüğün örgütsel bağlılığa anlamlı ve pozitif yönde etkisinin olduğu saptanmıştır.

Keywords

Satış Elemanı, Müşteri Yönlülük, Satış Yönlülük, Örgütsel Bağlılık, Yapısal Eşitlik Modeli (YEM)

Thanks

İlginiz için teşekkür eder, hayırlı çalışmalar dileriz.

References

• Allen, N.J. ve Meyer, J.P. (1990). The Measurement and Antecedents of Affective, Continuance and Normative Commitment to the Organization. Journal of Occupational Psychology, 63(1), 1-18.
• Altunışık, R., Coşkun, R., Bayraktaroğlu, S. ve Yıldırım, S. (2007). Sosyal Bilimlerde Araştırma Yöntemleri. 5. Baskı, Sakarya Yayıncılık, Sakarya.
• Arndt, A.D. ve Karande, K. (2012). Is it Better for Salespeople to Have the Highest Customer Orientation or a Strong Fit with their Group’s Customer Orientation? Findings from Automobile Dealerships. Journal of Retailing and Consumer Services, Cilt: 19, s. 354-359.
• Bateman, T. ve Strasser, S. (1984). A Longitudinal Analysis of The Antecedents of Organizational Commitment. Academy Of Management Journal, 77, 95–112.
• Becker, G.S. (1960). An Economic Analysis of Fertility. Demographic and Economic Change in Developed Countries. Princeton: Princeton University Press.
• Berry, L.L. (1995). Relationship Marketing of Services—Growing Interest, Emerging Perspectives. Journal of the Academy of Marketing Science, 23(4): 236-245.
• Brown, T.J., Mowen, J.C., Donavan, D.Y. ve Licata, J.W. (2002). The Customer Orientation of Service Workers: Personality Trait Determinants and Effects on Self and Supervisor Performance Ratings. Journal of Marketing Research, 39, 110-119.
• Büyüköztürk, Ş. (2002). Faktör Analizi: Temel Kavramlar ve Ölçek Geliştirmede Kullanımı. Kuram ve Uygulamada Eğitim Yönetimi Dergisi, sayı: 32, ss. 470-483.
• Büyüköztürk, Ş. (2014). Veri Analizi El Kitabı. Ankara: PegemA Yayınları.
• Cooper, J. ve Cronin, J.J. (2000). Internal Marketing: A Competitive Strategy for the Long-Term Care Industry. Journal of Business Research, 48(3): 177-181.
• Cross, M.E., Brashear, T.G., Rigdon, E.E. ve Bellenger, D.N. (2007). Customer Orientation and Salesperson Performance. European Journal of Marketing, 41(7/8), ss. 821-835.
• Donavan, D.T., Brown, T.J. ve Mowen, J.C. (2004). Internal Benefits of Serviceworker Customer Orientation: Job Satisfaction, Commitment and Organizational Citizenship Behaviors. Journal of Marketing, 68, 128-146.
• Etzioni, A. (1965). Organizational Control Structure. Handbook of Organizations, Chicago: Rand McNally, s. 650-677.
• Ferris, K.R. ve Aranya, N. (1983). A Comparison of Two Organizational Commitment Scales. Personnel Psychology, 36(1):87-98.
• George, W.R. (1990). Internal Marketing and Organizational Behavior: A Partnership in Developing Customer-Conscious Employees at Every Level. Journal of Business Research, 20(1): 63-70.
• Gürbüz, S. ve Şahin, F. (2016). Sosyal Bilimlerde Araştırma Yöntemleri -Felsefe-Yöntem-Analiz. Gözden geçirilmiş ve genişletilmiş 3. Baskı, Ankara: Seçkin Yayıncılık.
• Herhausen, D.; De Luca, L.M.; Weibel, M. The interplay between employee and firm customer orientation: Substitution effect and the contingency role of performance-related rewards. Br. J. Manag. 2018, 29, 534–553.
• Hooper, D., Coughlan, J. ve Mullen, M. (2008). Structural Equation Modelling: Guidelines for Determining Model Fit. Electronic Journal of Business Research, 6(1), 53–60.
• Ijaz, M.F.; Rhee, J.; Lee, Y.-H.; Alfian, G. (2014). Efficient digital signage layout as a replacement to virtual store layout. Int. J. Inf. Electron. Eng, 4, 312–316.
• Ijaz, M.F.; Tao, W.; Rhee, J.; Kang, Y.-S.; Alfian, G. (2016). Efficient digital signage-based online store layout: An experimental study. Sustainability, 8, 511.
• Ijaz, M.F.; Rhee, J. (2018). Constituents and consequences of online-shopping in sustainable e-business: An experimental study of online-shopping malls. Sustainability, 10, 3756.
• Iverson, R.D. ve Mc Leod, C.S. (1996). The Role of Employee Commitment and Trust in Service Relationships. Marketing Intelligence and Planning, 14 (3), 36–44.
• İslamoğlu, A.H. ve Altunışık, R. (2007). Satış ve Satış Yönetimi. Sakarya: Sakarya Yayıncılık.
• Kara, A.; Andaleeb, S.S.; Turan, M.; Cabuk, S. (2013). An examination of the effects of adaptive selling behavior and customer orientation on performance of pharmaceutical salespeople in an emerging market. J. Med. Mark, 13, 102–114.
• Kemper, J.A.; Hall, C.M.; Ballantine, P.W. (2019). Marketing and sustainability: Business as usual or changing worldviews? Sustainability, 11, 780.
• Kethüda, Ö. (2012). Baskılı Satışın Pozitif Ağızdan Ağza Pazarlama İletişimine Etkisi: Kapalı Çarşıdan Alışveriş Yapan Turistler Üzerinde Bir Araştırma. 17. Ulusal Pazarlama Kongresi, 18-21 Ekim, Balıkesir.
• Kline, P. (1994). An Easy Guide to Factor Analysis. New York: Routledge.
• Kline, R.B. (2011). Principles and Practice of Structural Equation Modeling. New York, NY: The Guilford Press.
• Kohli, A.K., Shervani, T.A. ve Challagalla, G.N. (1998). Learning and Performance Orientation of Salespeople: The Role of Supervisors. Journal of Marketing Research, 35 (2), ss. 263-274.
• Lee, J.Y.; Welliver, M.C. (2018). The role of strategic leadership for learning on the relationship between training opportunities and salesperson job performance and commitment. Eur. J. Train. Dev, 42, 558–576.
• Malarvizhi, C.A.; Nahar, R.; Manzoor, S.R. The strategic performance of Bangladeshi private commercial banks on post implementation relationship marketing. Int. J. Emerg. Trends Soc. Sci. 2018, 2, 28–33.
• Marsh, H.W. (2012). Application of Confirmatory Factor Analysis and Structural Equation Modeling in Sport and Exercise Psychology. In G. Tenenbaum ve R.C. Eklund (Eds.), Handbook of Sport Psychology (pp. 737–799). New Jersey, NJ: John Wiley ve Sons.
• Mcintyre, R.P., Reid P.C., Kenneth, A. ve Edward, W.W. (2000). Cognitive Style as an Antecedent to Adaptiveness, Customer Orientation, and Self-Perceived Selling Performance. Journal of Business and Psychology, 15(2), ss. 179-196.
• Meyer, J.P. ve Allen, N.J. (1984). Testing a “Side Bet Theory” of Organizational Commitment: Some Methodological Considerations. Journal of Applied Psychology, 69, 372–378.
• Meyer, J. P., Allen, N. J. (1991). A three-component conceptualization of organizational commitment. Human Resource Management Review, 1, 61-89.
• Mowday, R.T., Steers, R.M. ve W.Porter, L. (1979). The Measurement of Organizational Commitment. Journal of Vocational Behavior, 14(1), 224-247.
• Nurov, G. (2019). Müşteri Yönlülük, İnovasyon Yönlülük ve Örgütsel Bağlıůık İlişkisi: Bir Alan Araştırması. The International New Issues In Social Sciences, 7(1), ss. 9-30.
• O'Reilly, C.A. ve Chatman, J. (1986). Organizational Commitment and Psychological Attachment: The Effects of Compliance, Identification, and Internalization on Prosocial Behavior. Journal of Applied Psychology, 71(3), 492-499.
• Özdamar, K. (1999). Paket Programlar ile İstatistiksel Veri Analizi 1. Kaan Kitabevi, Eskişehir.
• Park, J. H.; Tran, T.B.H. (2018). Internal marketing, employee customer-oriented behaviors, and customer behavioral responses. Psychol. Mark, 35, 412–426.
• Ramachandra K., Chandrashekara, B. ve Shivakumar, S. (2010). Marketing Management. Himalaya Publishing House, Mumbai.
• Reichers, A.E. (1985). A Review and Reconceptualization of Organizational Commitment. Academy of Management Review, 10, 465-476.
• Schermelleh-Engel K., Moosbrugger H. ve Muller, H. (2003). Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures. MPR-Online, 8, 23–74.
• Shu, L.; Wei, H.; Peng, L. (2019). Making the customer orientation of salespeople unsustainable-The moderating effect of emotional exhaustion. Sustainability, 11, 735.
• Simon, D., Kriston, L., Loh, A., Spies, C., Scheibler, F., Wills, C. ve Harter, M. (2010). Confirmatory Factor Analysis and Recommendations for İmprovement of the Autonomy-Preference-Index (API). Health Expectations, 13, 234–243.
• Singh, R.; Das, G. (2013). The impact of job satisfaction, adaptive selling behaviors and customer orientation on salesperson’s performance: Exploring the moderating role of selling experience. J. Bus. Ind. Mark, 28, 554–564.
• Sivamakrishnan, S., Zhang, D., Delbare, M. ve Bruning, E. (2008). The Relationship between Organizational Commitment and Market Orientation. Journal of Strategic Marketing, 16, 55-73.
• Solomon, M.R., Marshall, G.W. ve Stuart, E.W. (2012). Marketing: Real People, Real Choices. 7. Baskı, Prentice Hall.
• Tabachnick, B.G. ve Fideli, L.S. (2001). Using Multivariate Statistics (Fourth Edition). Boston: Ally And Bacon.
• Terho, H., Kairisto-Mertanen, L., Bellenger, D. Johnston, W. (2013) Salesperson Goal Orientations and the Selling Performance Relationship: The Critical Role of Mediation and Moderation, J Bus Mark Manag (2013) 2: 70–90.
• Valenzuela, L.; Torres, E.; Hidalgo, P.; Farías, P. Salesperson CLV orientation’s effect on performance. J. Bus. Res. 2014, 67, 550–557.
• Varinli, İ., Yaraş, E. ve Başalp, A. (2009). Satış Elemanlarının Duygusal Zekâsının Bir Göstergesi Olarak Algılanan Performans, Satış ve Müşteri Odaklılık. C.Ü. İktisadi ve İdari Bilimler Dergisi, 10 (1), 159-174.
• Wagenheim, M. ve Anderson, S. (2008). Theme Park Employee Satisfaction and Customer Orientation. Managing Leisure, 13(3-4): 242-257.
• Wiener, Y. (1982). Commitment in the Organization: A Normative View. Academy of Management Review, 7, 418–428.
• Yeniçeri, T. ve Yücel, İ. (2009). Müşteri İlişkileri, Örgütsel Bağlılık, Plânlama, Öğrenme Yönlülük, Uyum Sağlayıcı Davranış İle Satış Performansı Arasındaki İlişkilerin İncelenmesi. C.Ü. İktisadi ve İdari Bilimler Dergisi, Cilt 10, Sayı 1, ss. 137-157.
• Yeo, C. Hur, C. ve Ji, S. (2019). The Customer Orientation of Salesperson for Performance in Korean Market Case: A Relationship between Customer Orientation and Adaptive Selling, Sustainability, 11, 6115, 1-18.
• Yıldız, S.M. (2014). İçsel Pazarlamanın İş Tatmini ve İşten Ayrılma Niyeti Üzerindeki Rolü: Spor ve Fiziksel Etkinlik İşletmeleri Üzerine Ampirik Bir İnceleme. Ege Akademik Bakış, 14 (1), ss. 137-146.