Satış Elemanlarının Müşteri Yönelimi ile İş Tatmin, Örgütsel Bağlılığı ve Demografik Özellikleri Arasındaki İlişkinin Belirlenmesine Yönelik Bir Araştırma

Özet: 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 incelenmektedir. 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.

A Research on Determinig Relationship Between Sales Peoples' Customer Orientation and Their Jop Satisfaction, Organizational Commitment and Personal Characteristics

Abstract: In order to adapt themselves to the dynamic environmental conditions, corporations need to practice marketing philosophy. Otherwise, they may not be able to survive in a very competitive environment. The sales people boundary personnel that pursue a vital duty, which is to serve their customer base and practice the marketing philosophy of the company. This research examines sales peoples' job satisfaction, organizational commitment and customer orientation. Sales people of the leading companies in the Turkish rug industry were researched. According the findings, sales peoples' customer orientation and their job satisfaction, organizational commitment and personal characteristics seem not to be related

Kaynakça

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