MURAT HAKAN ALTINTAŞ, Feride Bahar KURTULMUŞOĞLU, İSMAİL DÜLGEROĞLU, CAN EFECAN AKHAN

Satış Elemanlarının Ses Özellikleri ve Tüketicilerin Satın Alma Eğilimi İlişkisinde Bilişsel ve Duygusal Güvenin Aracılık Etkisi

Bu makalede, satış sürecinde satış elemanlarının karşı tarafta algılanan ses özelliğinin müşterinin satın alma eğilimi üzerinde bir etkisinin olup olmadığı ve bunun güven üzerinden yönelip yönelmediği araştırılmaktadır. Müşteri ile kurulan iki taraflı iletişim sürecinde müşteriye aktarılan ürün bilgisinin ve teknik özelliklerin ötesinde, firmanın bir temsilcisi olarak müşteride yaratılan algı önemlidir. Bu algının iyi yönetilmesi kuşkusuz satışın başarısını artıracaktır. Müşterinin satın alma davranışı temelde ikna olmayı gerektirdiğinden güven etkili bir ikna yaratıcı ardıldır. Güven ise teknik aktarım ile satış elemanını iletişim etkinliğinin bir sonucudur. Ses özellikleri de sözsüz ve güven yaratıcı bir özellik olarak ele alınmaktadır. Bu kapsamda araştırmanın temel araştırma sorusu bilişsel ve duygusal güven unsurlarının, satış elemanlarının ses özellikleri üzerindeki aracı etkileriyle satın alma niyetine olan etkilerini incelemektir. Araştırmada satış elemanlarının doğrudan satış programlarındaki sunumlarından alınan ses kayıtları cevaplayıcılara dinletilmiş ve ses özelliklerine ilişkin değerlendirmeleri alınmıştır. Yapılan çalışma sonucunda satış elemanlarının ses özelliklerinin tüketicilerin satın alma niyetini bilişsel güven ve duygusal güven aracılığıyla pozitif etkilediği ve bu iki güven unsurunun kurulan modelde kısmi aracı olarak çalıştığı ortaya konmuştur. Ayrıca bilişsel güven unsurunun satın alma niyetine olan pozitif etkisinin duygusal güvenden daha yüksek olduğu belirlenmiştir

Salespersons’ Voice Specifications and Consumers Buying Intention Relationship: The Mediating Effect of Cognitive and Emotional Trust

The main purpose of this study is to investigate the mediating effect of cognitive and emotional trust on the relationship between the perceived voice specifications of the salesperson and the purchase intentions of the customer. Beyond the product information and technical specifications transferred to the customer, the perception created by the salesperson as a representative of the company is also important during the communication process. A successful management of this process will increase the success of the sales for sure. Trust is an effective persuasive successor, as the persuasion process is at the heart of the customer's buying behavior and reliabity is a result of salespersons communication effectiveness. In this context, voice specifications are considered as a non-verbal clue, which creates trust. The main research question of the article is to examine the mediating effect of cognitive and emotional trust factors on the relationship between consumers purchase intention and the voice specification of salesperson. The results of the study indicate that that the salespersons voice specifications positively effects consumers' purchase intention through cognitive trust and emotional trust factors, and these two factors worked as a partial mediator in the structural model. Moreover, the positive effect of the cognitive trust on the purchase intention was found higher than the emotional trust

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