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正式控制的局限性、企业对客户关系的重视以及销售人员素质的提高,使得企业越发重视销售人员的非正式控制,但是关于非正式控制对销售人员绩效和客户关系质量影响的研究还较少,非正式控制对销售人员绩效和客户关系质量的作用机制与作用效果还没有得到有效验证。本文在理论分析的基础上,建立了非正式控制影响销售人员绩效和客户关系质量的概念模型和研究假设,并进行了实证检验。结果表明:非正式控制对绩效既有直接影响,也有间接影响,其中间接影响的中介变量为角色明晰性;非正式控制只能通过角色明晰性和情感性承诺对客户关系质量产生间接影响,而对客户关系质量的直接影响不显著。非正式控制对角色明晰性、情感性承诺、绩效、客户关系质量影响的总效应分别为0.38、0.51、0.48、0.48。实证研究结果为企业强化销售人员的非正式控制提供了理论支撑,对其他员工管理控制的研究与实践也具有借鉴意义。
The limitations of formal control, the emphasis on business relationship with customers and the improvement of the quality of sales staff make enterprises attach more importance to the informal control of sales staff. However, the research on the influence of informal control on sales staff performance and customer relationship quality is still scarce, The mechanism and effect of informal control on salesperson performance and customer relationship quality have not been validated yet. Based on the theoretical analysis, this paper establishes a conceptual model and research hypothesis of informally controlling the performance of salespersons and customer relationship quality, and conducts an empirical test. The results show that informal control has both direct and indirect effects on performance, of which the intermediary variable indirectly affects the clarity of roles. Informal control can have an indirect impact on the quality of customer relations only through role definition and emotional commitment The direct impact on customer relationship quality is not significant. The total effects of informal control on the role definition, affective commitment, performance and customer relationship quality are 0.38,0.51,0.48,0.48 respectively. The results of empirical research provide theoretical support for enterprises to strengthen the informal control of sales staff, and also have reference significance to the research and practice of other staff management control.