DUYGUSAL EMEK, SATIŞ GÖRÜŞMESİ KAYGISI VE İŞ PERFORMANSI İLİŞKİSİ ÜZERİNE GÖRGÜL BİR ÇALIŞMA

Yıl 2019, Cilt: 6 Sayı: 1, 183 - 198, 29.04.2019

Metin Reyhanoglu Betül Balıkçıoğlu

https://doi.org/10.30798/makuiibf.523484

Öz

Duygusal emek
araştırmaları, örgütsel yaşamın önemli bir bölümünü oluşturan çalışanların
müşterilerle olan etkileşimlerine odaklanmaktadır. Söz konusu etkileşimlerde
duyguların düzenlenerek yönetilmesi esastır. Duyguların düzenlenmesi,
işletmeler açısından performans artışı gibi olumlu çıktılar üretirken;
çalışanlar açısından da kaygı gibi olumsuz psikolojik sonuçlar
doğurabilmektedir. Bu bağlamda bu araştırmanın amacı, duygusal emek
stratejileri olan yüzeysel ve derin rol yapma ile satış görüşmesi kaygısı
ilişkisinin çalışanların iş performansı üzerindeki etkisini görgül olarak
araştırmaktır. Araştırmanın verileri, banka ve otomotiv bayilerinde çalışan 277
satış elemanından anket tekniği kullanılarak toplanmıştır. Araştırmanın
hipotezleri, yapısal eşitlik modellemesi kullanılarak test edilmiştir. Bulgular,
araştırmada kullanılan tüm ölçeklerin, özellikle de satış görüşmesi kaygısının
Türkiye'de güvenilir ve geçerli olduğunu doğrulamaktadır. Analiz sonuçları,
duygusal emek stratejilerinin satış görüşmesi kaygısı üzerindeki etkisinin
farklı olduğunu göstermektedir. Yüzeysel rol yapma stratejisi satış görüşmesi
kaygısını azaltırken; derin rol yapma kaygıyı arttırmaktadır. Sonuçlar,
duygusal emek stratejileri ile performans arasındaki ilişkiyi desteklemese de,
satış görüşmesi kaygısının satış elemanlarının performansı üzerinde olumsuz bir
etkisi olduğunu göstermiştir. Söz konusu bulgular tartışılmış, gelecekte
yapılacak araştırmalar ve yönetimsel uygulamalar için önerilerde bulunulmuştur.

Anahtar Kelimeler

Satış görüşmesi kaygısı, duygusal emek, derin rol yapma, yüzeysel rol yapma, satış elemanı

AN EMPIRICAL STUDY ON THE RELATIONSHIP BETWEEN EMOTIONAL LABOR, SALES CALL ANXIETY AND WORK PERFORMANCE

Öz

Emotional labor research has focused on employees'
interactions with customers that is a significant part of organizational life.
It is a fact that during this interactions emotions are regulated and managed
by employees. Regulation of emotions produces positive outputs such as
performance improvement in terms of businesses, but also negative psychological
consequences such as anxiety in terms of employees. In this context the purpose
of this empirical study is to investigate the effects of emotional labor
strategies, superficial and deep acting, on sales call anxiety (SCA) and
performance. The data was collected from 277 salespeople who worked in banks
and automotive dealerships by using survey method. The research hypotheses were
tested with structural equation model. The findings confirm that all scales,
particularly SCA, are reliable and validate in Turkey. However, the results
show that the effect of emotional labor strategies on SCA are different. While
surface acting strategy has a positive effect on SCA, deep acting has a
negative effect. Although the relationship between emotional labor
strategies and performance was not supported, it was found that SCA has a
negative impact on the performance of salespeople. These findings have been based
on the literature  and suggestions are
provided for future research and administrative applications.

Anahtar Kelimeler

Sales call anxiety, emotional labor, deep acting, surface acting, salespeople

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