EMLAK SATIŞ ELEMANLARININ SATIŞ VE MÜŞTERİ ODAKLILIKLARI, UYARLANMIŞ SATIŞ BECERİLERİ VE KİŞİSEL PERFORMANS ALGILARI ÜZERİNE BİR SAHA ARAŞTIRMASI

Satış faaliyeti, işletmelerin gelir getiren ve dış dünya ile bağlantısını sağlayan en önemli süreçtir. Emlak işletmeleri, satış faaliyetleri sonucunda yalnızca gelir elde etmezler aynı zamanda, gerek müşterileriyle gerekse dış dünyanın diğer unsurlarıyla ilişkiler geliştirerek, bu pazarlarda uzun dönemli konumlarını da belirlerler. Günümüz emlak işletmeleri, daha nitelikli ve bilgili bir taleple karşı karşıya bulunmaktadır. Nitelikli ve bilgili müşteriler, emlak işletmelerinin gelişen ve değişen pazarlarda rekabet güçlerini zorlamakta ve pazarda ayakta kalabilmeleri her geçen gün zorlaşmaktadır. Bu çalışma, emlak pazarında yer alan aracı işletmelerin pazarda daha rekabetçi olmaları için, satış elemanlarının; satış ve müşteri odaklılık ile ilgili algıları başta olmak üzere, uyarlanmış satış becerileri, müşteriye ilişkin tutumları ve kişisel performans algılarını belirlemeyi amaçlamaktadır. Bu amaçla, Eskişehir ilinde 363 emlak satış elemanı üzerinde bir saha araştırması yapılmıştır. Saha araştırması için, emlak satış elemanlarına uygulanmak üzere Saxe ve Weitz tarafından geliştirilen SOCO ölçeğinden yararlanılmıştır. Sonuçlar, SPSS programı yardımı ile analiz edilmiştir.

A FIELD SUR VEY ON SALE AND CUSTOMER ORIENTA TION, ADAPTING SELLING SKILLS AND PERSONAL PERFORMANCE PER CEPT ONS OF REAL ES ATE SALESMEN

Selling facility is the most important process in getting income and contacting with the external world for companies. Real estate agents do not get income only by selling activities, but also establish relations with both their customers and other components of the external world.. In this way, they indicate their positions in the markets.Today, the real estate agents encounter more qualified and sophisticated demands. The qualified and sophisticated customers forces the real estate agents developing and improving in the abilities of standing against the competititon. This survey aims to identify firstly sale and costomer arientation, adapting selling skills, their attitutes to customers and personal performance perceptions in order to be more competitive in the real estate market. )RU WKLV SXUSRVH D ILHOG VXUYH ZDV FRQGXFWHG LQ (VNLşHKLU DQG VDOHVPHQ ZHUH LQFOXGHG LQ WKH VXUYH For the survey, the SOCO scale developed by Saxe and Weitz was used.. The results were analyzed bu adopting SPSS program

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