Müşteri Bakış Açısından Satış Elemanı Performans Değerlendirmesi ve Kriter Geliştirme

Bu çalışma, satış elemanı performans değerlendirme literatüründen hareketle, müşteri bakış açısından endüstriyel satış elemanı performansını değerlendirme kriterlerini belirlemek ve bir ölçek geliştirmek amacıyla yapılmıştır. Müşteri değerlendirme kriterleri teorik olarak SE'nm bilgi düzeyi, iletişim, görünüm, görüşmenin etkililiği başlıkları altında dokuz kriter olarak saptanmıştır. Ancak, müşterilerin satış elemanlarının performanslarını değerlendirmede belirlenen temel başlıklar yerine, kriterleri bir bütün olarak algıladıkları ve genel olarak değerlendirdikleri tesbit edilmiştir.

Sales People Performance Appraisal by Customer's Point of View and Criteria Development

The objective of this study is to determine performance appraisal criteria of sales person and to develop a scale for it through the review of performance appraisal literature. Theoretically, nine customer appraisal criteria are determined under the following titles: knowledge level of sales person, communication, physical appearance and effectiveness of interview. However, it is found that customers perceived as an integrated set of criteria and evaluate sales person in general rather than titles determined to evaluate sales person's performance.

___

  • Anderson, E., R.L. Oliver, (1987), "Perspectives on Behavior-Based Versus Outcome-Based Salesforce Control Systems", Journal of Marketing, 51, 76-88. Avila, R. A., E. F. Fern, O. K. Mann (1988) "Unraveling Criteria for Assessing the Performance of Salespeople: A Causal Analysis", Journal of Personal Selling & Sales Management, VIII, 45-54. Baldauf,'. A., D. W. Cravens (2002), "The Effect of Moderators on the Salesperson Behavior Performance and Salesperson Outcome Performance and Sales Organization Effectiveness Relationships", European Journal of Marketing, 36 (11/12), 1367-1388. Beaty, S. E., M. Mayer, J. E. Coleman, K. E. Reynolds, J. Lee (1996), "Customer-Sales Associate Retail Relationships", Journal of Retailing, 72 (3), 223-247. Behrman, D. N., Jr. W. D. Perreault (1982), "Measuring the Performance of Industrial Salesperson", Journal of Business Research, 10, 355-370. Beverland, M. (2001), "Contextual Influences and the Adoption and Practice of Relationship Selling in a Business to Business Setting: An Exploratory Study", Journal of Personal Selling & Sales Management, XXI (3), 207-215. Boles, J.S., B. J. Babin, T. G. Brashear, C. Brooks (2001), "An Examination of the Relationships Between Retail Work Environments, Salesperson Selling Orientation- Customer Orientation and Job Performance" Journal of Marketing Theory and Practice, 9(3), 1-13. Boles, I, T. Brashear, D. Bellenger, Jr. H. Barksdale (2000a), "Relationship Selling Behaviors: Antecedents and Relationship with Performance", Journal of Business & Industrial Marketing, 15(2/3), 141-153. Boles, J. S., J. T. Johnson, H. C. Jr. Barksdale (2000b), "How Salespeople Build Quality Relationships: A Replication and Extension" Journal, of Business Research, 48, 75-81. Boorom M. L., J. R. Goolsby, R. P. Ramsey (1998), "Relational Communication Traits and Their Effect on Adaptiveness and Sales Performance", Academy of Marketing Science Journal, 26(1), 16-30. Brown, G., R. E. Widing II, R. L. Coulter (1991), "Customer Evaluation of Retail Salespeople Utilizing the SOCO Scale: A Replication, Extension, and Application", Journal of the Academy of Marketing Science, 19(4), 347-52. Brown, S.P., R. A. Peterson (1994), "The Effect of Effort on Sales Performance and Job Satisfaction", Journal of Marketing, 58, 70-80. Bush, R.P., A. J. Bush, D. J. Ortinav, Jr. J. F. Hair (1990), "Developing a Behavior-Based Scale to Assess Retail Salesperson Performance", Journal of Retailing, 66(1), 119-137. Can, H., A. Akgün, Ş. Kavuncubaşı (2001), Kamu ve Özel Kesimde İnsan Kaynaklan Yönetimi, 4. Baskı, Siyasal Kitabevi, Ankara. Challagalla, G.N., T. A. Shervani (1996), "Dimensions and Types of Supervisory • Control: Effects on Salesperson Performance and Satisfaction", Journal of Marketing, 60,89-105. Challagalla, G.N., T. A. Shervani (1997), "A Measurement Model of the Dimensions and Types of Output and Behavior Control: An Empirical Test in a Salesforce Context", Journal of Business Research, 39, 159-172. Choronko, L. B., T. N. Loe, J. A. Roberts, J. F. Tanner (2000), "Sales Performance: Timing of Measurement and Type of Measurement Make a Difference" Journal of Personal Selling & Sales Management, XX(1), 23-36. Churchill, G. A., Jr. N. M. Ford, S. W. Hartley, O. C. Jr. Walker (1985), "The Determinants of Salesperson Performance: A Meta Analysis", Journal of Marketing Research, 22, 103-118. Clopton S. W., J. E. Stoddard, J. W. Clay (2001), "Salesperson Characteristics Affecting Consumer Complaint Responses", Journal of Consumer Behavior, 1,2, 124-139. Cravens, D. W., T. N. Ingram, R. W. La Forge, C. E. Young (1993), "Behavior-Based and Outcome-Based Salesforce Control Systems", Journal of Marketing, 57, 47-59. Cron W. L., A. J. Dubinsky, R. E. Michaels (1988), "The Influence of Career Stages on Components of Salesperson Motaivation", Journal of Marketing, 52, 78-92. Darian, J., L. A. Tucci, A. Wiman (2001), "Perceived Salesperson Service Attributes and Retail Patronage Intentions", International Journal of Retail & Distribution Management, 29 (5), 205-213. Del Vecchio, S.K. (1998), "The Salesperson's Operating Freedom: A Matter of Perception", Industrial Marketing Management, 27, 31-40. Dion P. A., D. Easterling, R. Javalgi (1997), "Women in the Business-to-Business Salesforce: Some Differences in Performance Factors", Industrial Marketing Management, 26, 447-457. Dion, P. A., P. M. Banting (2000), "Comparisons of Alternative Perceptions of Sales Performance", Industrial Marketing Management, 29, 263-270. Futrell, C. M., A. Parasuraman (1984), "The Relationship of Satisfaction and Performance to Salesforce Turnover", Journal of Marketing, 48, 33-40. Grant, K., D. W. Cravens (1999), "Examining the Antecedents of Sales Organization Effectiveness: An Australian Study", European Journal of Marketing, 33(9/10), 945-957. Jackson D.W. Jr., S. M. Widmier, R.Giacobbe, J.E. Keith (1999), "Examining The Use of Team Selling by Manufacturers' Representatives: A Situational Approach", Industrial Marketing Management, 28, 155-164. Johnston M. W. ve G. W. Marshall (2003), Churchills, Ford, Walker's Sales Force Management, McGraw-Hill, Boston, 7. Bash. Johnson J. T., H.C. Barksdale, Jr., J.S. Boles (2001), "The Strategic Role of the Salesperson in Reducing Customer Defection in Business Relationships" The Journal of Personal Selling and Sales Management, 21(2), Spring, 123-134. Karabulut, M. (1998), "Profesyonel Satışçılık ve Yönetimi", Universal Bilimsel Yayınlar 4, Maslak Matbaacılık, İstanbul, 2. Baskı. Kennedy M. S., L. K. Ferrel ve D. T. Le Clair (2001), "Consumers' Trust of Salesperson and Manufacturer: An Empirical Study", Journal of Business Research, 51,73-86. Lambert, D., A. Sharma, M. Levy (1997), "What Information can Relationship Marketers Obtain From Customer Evaluations of Salespeople?", Industrial Marketing Management, 26, 177-187. Latnont, L. M., W. J. Lundstrom (1977), "Identifying Successful Industrial Salesmen by Personality and Personal Characteristics", Journal of Marketing Research, XIV, 517-29. Lassk F. G., G. W. Marshall, D. W. Cravens, W. C. Mancrief (2001), "Salesperson Job Involvement: A Modern Perspective and a New Scale", Journal of Personal Selling & Sales Management, XXI(4), 291-302. Leigh, T., J. O. Summer (2002), "An Initial Evaluation of Industrial Buyers' Impressions of Salesperson's Nonverbal Cues" Journal of Personal Selling & Sales Management, XXII(l), 41-53. Lichtenthal J.D., T. Tellefsen (2001), "Toward a Theory of Business Buyer-Seller Similarity", Journal of Personal Selling and Sales Management, XXI(l), Winter, 1-14. Marks, R., D. W. Vorhies, G. J. Badovick (1996), "A Psychometric Evaluation of the AD APS Scale: A Critique and Recommendations", Journal of Personal Selling & Sales Management, XVI(4), 53-65. Marshall G. W. ve J. C. Mowen (1993), "An Experimental Investigation of The Outcome Bias in Salesperson Performance Evaluations", The Journal of Personal Selling and Sales Management, 13(3), 31-47. Mengüç, B. (1996), "Evidence for Turkish Industrial Salespeople; Testing the .Applicability of a Conceptual Model for the Effect of Effort on Sales Performance and Job Satisfaction", European Journal of Marketing, 30(1), 33-51. Naylor G., K.E. Frank (2000), "The Impact of Retail Sales Force Responsiveness on Consumers' Perceptions of Value" Journal of Services Marketing 14(4), 310- Parsons A. L. (2002), "What Determines Buyer-Seller Relationship Quality? An Investigation from the Buyer's Perspective", Journal of Supply Chain Management, 38(2), 4-12. Pelham, A. M. (2002), "An Exploratory model and initial Test of The Influence of Firm Level Consulting- Oriented Sales Force programs on sales force Performance," Journal of Personal Selling & Sales Management, XXII (2), 97-109. Pettijohn, L. S., R. S. Parker, C. E. Pettijohn, J. L. Kent (2001), "Performance Appraisals: Usage, Criteria and Observations", Journal of Management Development, 20(9), 754-771. Piery, N. F., D. W. Cravens, N. A. Morgan (1998), "Salesforce Performance and Behaviour-Based Management Processes in Business to Business Sales Organizations", European Journal of Marketing, 32(1/2), 79-100. Pilling B. K. ve S. Eroğlu, (1994), "An Empirical Examination of The Impact of Salesperson Empathy and Professionalism and Merchandise Salability on Retail Buyers' Evaluation", Journal of Personal Selling and Sales Management, 14(1), 45-58. Pitt, L. F.T P. R. Berthon, M. J. Robson (2000), "Communication Apprehension and Perceptions of Salesperson Performance: A Multinational Perspective," Journal of Managerial Psychology, 15(1), 68-86. Pullins, E. B., L. M. .Fine (2002), "How the Performance of Mentoring Activities Affects the Mentor's Job Outcomes", Journal of Personal Selling & Sales Management, XXII(4), 259-271. Ramsey R. P. ve R. S. Sohi (1997), "Listening to Your Customers: The Impact of Perceived Salesperson Listening Behavior on Relationship Outcomes", Academy of Marketing Science Journal, 25(2), 127-137. Reynolds K. E., S. E. Beatty (1999a), "Customer Benefits and Company Consequences of Customer-Salesperson Relationships in Retailing" Journal of Retailing, 75(1), 11-32. Reynolds K. E., S. E. Beatty (1999b), "A Relationship Customer Typology" Journal of Retailing, 75(4), 509-523 Rich G. A., W. H. Bommer, S.B. MacKenzie, P. M. Podsakoff ve J. L. Johnson (1999), "Apples and Apples or Apples and Oranges? A Meta - Analysis of Objective and Subjective Measures of Salesperson Performance", The Journal of Personal Selling and Sales Management, 19(4), 41-52. Robinson L. Jr.,G. W. Marshall, W. C. Mancrief, F. G. Lassk (2002), "Toward a Shortened Measure of Adaptive Selling", The Journal of Personal Selling and Sales Management, 22(2), 111-119. Saxe, R., B. A. Weitz (1982), "The SOCO Scale: A Measure of the Customer Orientation of Salespeople", Journal of Marketing Research, XIX, 343-51. Schultz, R. J., K. R. Evans (2002), "Strategic Collaborative Communication by Key Account Representatives", Journal of Personal Selling & Sales Management, XXII(l), 23-31. Sengupta, S., R. E. Krapfel, M. A. Pusateri (2000), "An Empirical Investigation of Key Account Salesperson Effectiveness", Journal of Personal Selling & Sales Management, XX(4), 253-261. Sharma A. ve T. F. Stafford (2000), "The Effect of Retail Atmospherics on Customers' Perceptions of Salespeople and Customer Persuasion: An Empirical Investigation", Journal of Business Research, 49, 183-191. Shepherd, C. D., S. B. Castleberry, R. E. Ridnour (1997), " Linking Effective Listening with Salesperson Performance: An Exploratory Investigation", Journal of Business& Industrial Marketing, 12(5), 315-322. Shoemaker M. E. ve M. C. Johlke (2002) "An Examination of the Antecedents Of A Crucial Selling Skill: Asking Questions", Journal of Managerial Issues, 14(1), 118-131. Smith, J. B. (1997), "Selling Alliances: Issues and Insights", Industrial Marketing Management, 26, 149-161. Spiro, R. L., B. A. Weitz (1990), "Adaptive Selling: Conceptualization, Measurement, and Nomological Validity", Journal of Marketing Research, XXVII, 61-9. Sujan, H., B. A. Weitz, N. Kumar (1994), "Learning Orientation, Working Smart and Effective Selling", Journal of Marketing, 58, 39-52. Swan J. E., C. Goodwin, M. A. Mayo ve L. D. Richards (2001), "Customer Identities: Customers as Commercial Friends, Customer Co workers or Business Acquaintanc.es", The Journal of Persona! Selling and Sales Management, 21(1), 29-37. Taylor, S.E., L.A Peplau, D.O. Sears (2003), Social Psychology, international Edition, Eleventh Edition, Prentice Hall, U.S.A. Verbeke W. (1997), "Individual Differences in Emotional Contagion of Salespersons: Its Effect on Performance and Burnout", Psychology & Marketing, 14, 617-636. Wang G. ve R. G. Netemeyer (2002), "The Effects of Job Autonomy, Customer Demandingness and Trait Competitiveness on Salesperson Learning, Self-Efficacy and Performance", Journal of The Academy of Marketing Science, 30(3), 217-228. Weitz, B.A., S. B. Castleberry, J.F. Tanner Jr (2001), Selling Building Partnerships, MeGraw-Hilhlrwin, Boston, 4. Baskı. Weitz, B.A. (1981), "Effectiveness in the Sales Interactions: A Contingency Framework," Journal of Marketing, 45, 85-103. Weitz, B. A. (1978), "Relationship Between Salesperson Performance and Understanding of Customer Decision Making," Journal of Marketing Research, XV, 501-16. Weitz, B. A., M. Sujan (1986), "Knowledge, Motivation and Adaptive Behavior: A Framework for Improving Selling Effectiveness", Journal of Marketing, 50, 174-191. Widmier S. ve D. W. Jr. Jackson (2002), "Examining The Effects of Service Failure, Customer Compensation and Fault on Consumer Satisfaction with Salespeople", Journal of Marketing Theory and Practice, 10(1), 63-73. Yılmaz, C. (2002), "Salesperson Performance and Job Attitudes Revisited: An Extended Model and Effects of Potential Moderators", European Journal of Marketing, 36(11/12), 1389-1414.