FİNANSAL HİZMETLERDE UYARLAMACI SATIŞ BAŞARISINDA ETKİLİ OLAN KİŞİSEL VE KURUMSAL FAKTÖRLER

Öz

firms need to integrate new and creative sales approaches into their strategies. As a creative and relationship-oriented sales approach, adaptive selling is considered as a professional skill that meets these enterprise’s needs. In this study, effects of personal and organizational factors associated with adaptive selling success were tried to be revealed. Confirmatory factor analysis and correlation analysis were used in the study. According to the results the level of adaptive selling is moderately and positively correlated with the level of creativity, customer orientation, interaction intention and perceived benefit of sales training of salesperson. Moreover, it was also found that, the level of adaptive selling success increases along with the salesperson’s behavioral performance and perceived performance

Anahtar Kelimeler

• Adaptive Selling, Supervisor Support, Customer Orientation

FİNANSAL HİZMETLERDE UYARLAMACI SATIŞ BAŞARISINDA ETKİLİ OLAN KİŞİSEL VE KURUMSAL FAKTÖRLER

Öz

Türkçe Özet Son yıllarda gelişmekte olan ülkelerde hizmet satışlarında ciddi bir artış yaşanmakta, hizmet sektörü hızla büyümektedir. Bu büyüme işletmeleri farklı satış yaklaşımlarını kullanmalarına neden olmaktadır. Uyarlamacı satış da yaratıcı ve ilişki odaklı bir satış yaklaşımı olarak bu ihtiyacı karşılayan bir beceri olarak kabul edilmektedir. Bu çalışmada uyarlamacı satış düzeyi ile ilişkili bireysel ve kurumsal faktörler etkilerin ortaya çıkartılmaya çalışılmıştır. Çalışmada doğrulayıcı faktör analizi ve korelasyon analizi kullanılmıştır. Sonuçlara göre uyarlamacı satış düzeyi, yaratıcılık, müşteri odaklılık, etkileşimde olma isteği ve satış eğitimleri ile olumlu yönde ilişkilidir. Bununla birlikte uyarlamacı satış kullanım düzeyi ile satışçı performansı birlikte artmaktadır

Anahtar Kelimeler

• Uyarlamacı Satış, Yönetici Desteği, Müşteri Odaklılık

Kaynakça

1. Aijo, Toivo “The Theoretical And Philosophical Underpinnings Of Relationship Marketing”, European Journal Of Marketing, Vol.30, No.2 1996, ss.8-18.
2. Boorom, M.L.; Goolsby, J.R. & Ramsey, R.P. “Relational Communication Traits and Their Effect on Adaptiveness and Sales Performance” Journal of the Academy Of Marketing Science, Vol.26, No.1 1998
3. Cohen Jacob, Statistical Power Analysis for the Behavioral Sciences Lawrence Erlbaum Associates, 2. Baskı. 1988
4. Franke, George R. & Jeong-Eun Park.“Salesperson Adaptive Selling Behavior and Customer Orientation” Journal of Marketing Research, 43(4), 2006, ss:693-702.
5. Dünya Bankası, http://Data.Worldbank.Org/İndicator/Nv.Srv.Tetc.Zs [İndirme Tarihi:12.08.2012]
6. Ganesan S.& Weitz, A.B. “The Impact Of Staffing Policies On Retail Buyer Job Attitudes And Behaviors” Journal Of Retailing, Vol.72, No.1, 1996, ss:31-56
7. Grönroos, Christian, “Relationship Marketing: Challenges for The Organization”, Journal Of Business Research, 46, 1999, ss:327-335.
8. Hair Joseph. F., Anderson R. E., Tatham R. L. & Black W.C., Multivariate Data Analysis, New Jersey: Prentice Hall., 1998

9. Ingram, T. N. “Relationship Selling: Moving From Rhetoric to Reality.” Mid-American Journal Of Business Vol.11 No:1, 1996, ss:5-13
10. Jaramillo, F.; Locander, W.B.; Spector P.E. & Harris, E.G. “Getting The Job Done: The Moderating Role Of Initiative On The Relationship Between Intrinsic Motivation And Adaptive Selling,” Journal Of Personal Selling And Sales Management Vol.27, No:1, 20007, ss:59–70
11. Keillor, B., Parker,S. R. & Pettijohn, C. (1999). “Sales Force Performance Satisfaction and Aspects Of Relational Selling: Implications For Sales Managers”. Journal of Marketing Theory and Practice, Vol.7, No.1, 1999, ss.101-115.
12. Keillor, B.D., Parker, R.S. & Pettijohn, C.E. "Relationship-Oriented Characteristics and Individual Salesperson Performance", Journal of Business and Industrial Marketing, Vol. 15, No. 1, 2000, ss:7-22
13. Kidwell, B.; Mcfarland, R. G.& Avila, R. A. “Perceiving Emotion in the Buyer-Seller Interchange: The Moderated Impact on Performance”. Journal of Personal Selling & Sales Management, Vol.27, 2007, ss:119-132.
14. Levy, M. & Sharma A. “Adaptive Selling: The Role of Gender, Age, Sales Experience and Education,” Journal Of Business Research, Vol. 31, 1, 1994, ss:39‐47.
15. Miao, C. F.; Kenneth R. E.& Zou S. “The Role Of Salesperson Motivation In Sales Control Systems – Intrinsic And Extrinsic Motivation Revisited.” Journal of Business Research Vol.60, 2007, ss:417-425.
16. Möller, K. & Halinen, A. "Relationship Marketing Theory: Its Roots and Direction" Journal Of Marketing Management, Vol.16, 2000, ss:29-54.
17. Nakip Mahir. “Pazarlama Araştırmaları Teknikler ve (SPSS Destekli) Uygulamalar”, 2. Baskı, Seçkin Yayıncılık: Ankara, 2006
18. Park, J. & Holloway B.B “Adaptive Selling Behavior Revisited: An Empirical Examination of Learning Orientation, Sales Performance, and Job Satisfaction,” Journal of Personal Selling & Sales Management, Vol. 23, 2003, ss.:239-45.
19. Pelham, M.A. “An Exploratory Study Of The Influence Of Firm Market Orientation On Salesperson Adaptive Selling, Customer Orientation, Interpersonal Listening In Personal Selling” Journal Of Strategic Marketing, Vol.17, No.1, 2009, ss:21-39
20. Rhoades, L., Eisenberger, R. & Armeli, S. “Affective Commitment To The Organization: The Contribution of Perceived Organizational Support” Journal of Applied Psychology, Vol.86, 2001, ss:825–836.
21. Sheth, Jagdish; Gardner, D.M.; Garrett, D.E. Marketing Theory: Evolution and Evaluation, Usa, John Wiley & Sons, Inc. 1988
22. Wang, Guangping & Richard G. Netemeyer. “Salesperson Creative Performance: Conceptualization, Measurement, and Nomological Validity” Journal of Business Research,57 (8), 2004, ss:805–812.