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

Öz

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.

Anahtar Kelimeler

• 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

Öz

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.

Anahtar Kelimeler

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

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