Emlak Satış Elemanlarında Yaratıcılığın Uyumcu Satış Davranışına Etkisi

Yıl 2023, Cilt: 42 Sayı: 1, 72 - 84, 15.08.2023

Murat Hakan Altıntaş Can Efecan Akhan Yavuz Koçak

Öz

Emlak sektöründe yüz-yüze satış süreci ürün ya da hizmetin satılması için müşteriyi ikna etmek önemli bir hedeftir. Sadece ürünün / hizmetin kendisine ait özelliklerinin aktarılması değil satış argümanı bağlamında nasıl bir satış modeli kurulduğu ve kullanıldığı da önceliklidir. Müşteriye uyum sağlamak ise yüz-yüze satışın vazgeçilmez bir unsuru ve performans göstergesidir. Yaratıcılık bu anlamda emlak satış elemanlarına uyumcu satış davranışlarını artıran güçlü bir etkileyicidir. Yaratıcılık performansı yüksek olan satış elemanlarının uyumcu satış performansları da artacağı düşünülmektedir. Bu makalede temel hipotez olarak, yaratıcılığın uyumcu satış üzerindeki, etkisi yapısal eşitlik modellemesi ile test edilerek etki düzeyi tespit edilmiştir. Elde edilen bulgular yaratıcılığın uyumcu satış üzerinde yüksek etkiye sahip olduğunu göstermektedir.

Anahtar Kelimeler

Emlak satışı, Uyumcu Satış, Yaratıcılık

Kaynakça

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