DUYGUSAL EMEK, SATIŞ GÖRÜŞMESİ KAYGISI VE İŞ PERFORMANSI İLİŞKİSİ ÜZERİNE GÖRGÜL BİR ÇALIŞMA

Duygusal emek araştırmaları, örgütsel yaşamın önemli bir bölümünü oluşturan çalışanların müşterilerle olan etkileşimlerine odaklanmaktadır. Söz konusu etkileşimlerde duyguların düzenlenerek yönetilmesi esastır. Duyguların düzenlenmesi, işletmeler açısından performans artışı gibi olumlu çıktılar üretirken; çalışanlar açısından da kaygı gibi olumsuz psikolojik sonuçlar doğurabilmektedir. Bu bağlamda bu araştırmanın amacı, duygusal emek stratejileri olan yüzeysel ve derin rol yapma ile satış görüşmesi kaygısı ilişkisinin çalışanların iş performansı üzerindeki etkisini görgül olarak araştırmaktır. Araştırmanın verileri, banka ve otomotiv bayilerinde çalışan 277 satış elemanından anket tekniği kullanılarak toplanmıştır. Araştırmanın hipotezleri, yapısal eşitlik modellemesi kullanılarak test edilmiştir. Bulgular, araştırmada kullanılan tüm ölçeklerin, özellikle de satış görüşmesi kaygısının Türkiye'de güvenilir ve geçerli olduğunu doğrulamaktadır. Analiz sonuçları, duygusal emek stratejilerinin satış görüşmesi kaygısı üzerindeki etkisinin farklı olduğunu göstermektedir. Yüzeysel rol yapma stratejisi satış görüşmesi kaygısını azaltırken; derin rol yapma kaygıyı arttırmaktadır. Sonuçlar, duygusal emek stratejileri ile performans arasındaki ilişkiyi desteklemese de, satış görüşmesi kaygısının satış elemanlarının performansı üzerinde olumsuz bir etkisi olduğunu göstermiştir. Söz konusu bulgular tartışılmış, gelecekte yapılacak araştırmalar ve yönetimsel uygulamalar için önerilerde bulunulmuştur.

Anahtar Kelimeler:

Satış görüşmesi kaygısı, duygusal emek, derin rol yapma, yüzeysel rol yapma, satış elemanı

AN EMPIRICAL STUDY ON THE RELATIONSHIP BETWEEN EMOTIONAL LABOR, SALES CALL ANXIETY AND WORK PERFORMANCE

Emotional labor research has focused on employees' interactions with customers that is a significant part of organizational life. It is a fact that during this interactions emotions are regulated and managed by employees. Regulation of emotions produces positive outputs such as performance improvement in terms of businesses, but also negative psychological consequences such as anxiety in terms of employees. In this context the purpose of this empirical study is to investigate the effects of emotional labor strategies, superficial and deep acting, on sales call anxiety (SCA) and performance. The data was collected from 277 salespeople who worked in banks and automotive dealerships by using survey method. The research hypotheses were tested with structural equation model. The findings confirm that all scales, particularly SCA, are reliable and validate in Turkey. However, the results show that the effect of emotional labor strategies on SCA are different. While surface acting strategy has a positive effect on SCA, deep acting has a negative effect. Although the relationship between emotional labor strategies and performance was not supported, it was found that SCA has a negative impact on the performance of salespeople. These findings have been based on the literature and suggestions are provided for future research and administrative applications.

Keywords:

Sales call anxiety, emotional labor, deep acting, surface acting, salespeople,

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