SATIŞ ELEMANLARININ MÜŞTERİ YÖNELİMİ İLE İŞ TATMİNİ, ÖRGÜTSEL BAĞLILIĞI VE DEMOGRAFİK ÖZELLİKLERİ ARASINDAKİ İLİŞKİNİN BELİRLENMESİNE YÖNELİK BİR ARAŞTIRMA

Dinamik pazarlama çevresi faktörlerine uyum sağlamak için işletmeler pazarlama anlayışını uygulamak durumundadırlar. Çünkü uyum sağlayamayan işletmeler rekabet ortamında varlıklarını devam ettiremezler. İşletmelerin satış elemanları, onların pazarlama anlayışını uygulama durumda olan ve müşterileri ile sıcak temasta bulunan hayati bir görevi yerine getirmektedirler. Dolayısıyla satış elemanlarının müşteri yönelimli yaklaşımı benimsemiş olmaları işletmeler açısından önemlidir. Çalışmada, satış elemanlarının iş tatmini, örgütsel bağlılığı müşteri yönelimliği yaklaşımları İncelenmektedir. Makina halısı sektöründe çalışan ve pazar lideri konumundaki firmaların satış elemanları araştırılmıştır. Araştırmanın bulgularına göre satış elemanlarının müşteri yönelimliği ile onların demografik özellikleri, iş tatmin düzeyleri ile örgütsel bağlılıkları arasında anlamlı bir ilişki bulunamamıştır.

Anahtar Kelimeler:

İş Tatmini, Örgütsel Bağlılık, Müşteri Yönelimliği

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