Analysis of the Mediating Effect of Personal Values in the Relationship between Salesperson Personality Traits and Sales Performance

Yıl 2021, Cilt: 14 Sayı: 2, 417 - 446, 31.12.2021

Can Efecan Akhan , Eda İlhan , Murat Hakan Altıntaş

https://doi.org/10.37093/ijsi.890750

Cited By: 1

Öz

In the personal sales process, salespeople's technical competence and their personal characteristics and values ​​are reflected in their sales performance as a trigger of their interactions with customers. Although Personality and personal values ​​can be used interchangeably, they are interactive but independent structures and play a significant role in the personal selling process. This study focuses on determining the mediating role of values ​​between personality and performance as a reflection of this role. The article examines both direct and intermediary contextual relationships on the sales performance of structures. As a result of the analysis performed with the PLS method, personality and values ​​were formally measured (formative) sales performance reflectively. Hypothesis tests for the interaction mentioned above reveal that the relationships between both are positive and significant.

Anahtar Kelimeler

personality traits, values, sales performance, pls, structural equation

Satış Elemanlarının Kişilik Özellikleri ve Satış Performansı İlişkisinde Kişisel Değerlerin Aracı Etkisinin Analizi

Öz

Kişisel satış sürecinde satış elemanlarının teknik yeterliliği ile birlikte sahip oldukları kişilik özellikleri ve değerler, müşteri ile olan etkileşimlerinin bir tetikleyicisi olarak satış performanslarına yansımaktadır. Kişilik ve değerler birbirlerinin yerine geçen kavramlar olarak kullanılagelse de, etkileşimli ama bağımsız yapılardır ve kişisel satış sürecinde ciddi bir öneme sahiptirler. Mevcut makale söz konusu önemin bir yansıması olarak değerlerin kişilik ve performans arasında aracılık rolünü belirlemeye odaklanmıştır. Makale yapıların satış performansı üzerinde hem doğrudan hem de aracı bağlamlı ilişkileri incelemektedir. PLS yöntemi ile gerçekleştirilen analiz neticesinde kişilik ve değerler formatif (biçimlendirici) satış performansı ise reflektif olarak ölçülmüştür. Yukarıda belirtilen etkileşime yönelik hipotez testleri, aradaki ilişkilerin pozitif ve anlamlı olduğu sonucunu ortaya koymaktadır.

Anahtar Kelimeler

Kişilik Özellikleri, Değerler, Satış Performansı, PLS, Yapısal Eşitlik

Kaynakça

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