中国流通经济
中國流通經濟
중국류통경제
China Business and Market
2015年
5期
87~93
,共null页
上下级关系 学习导向 顾客导向 信任
上下級關繫 學習導嚮 顧客導嚮 信任
상하급관계 학습도향 고객도향 신임
Supervisor-subordinate Guanxi;learning orientation;customer orientation;trust
近年来,销售人员价值观的塑造和培养受到了广泛关注。基于信任理论视角,就上下级关系对学习导向和顾客导向两种价值观的影响机制进行实证分析发现,上下级关系与学习导向、顾客导向显著正相关,即销售主管与销售人员上下级关系质量越高,销售人员学习导向和顾客导向越强;上下级关系与销售人员对上司的信任显著正相关,即销售人员对上司的信任程度越高,其学习导向和顾客导向越强;信任在上下级关系与销售人员学习导向以及上下级关系与销售人员顾客导向之间起完全中介作用。因此,大数据背景下,为更好地进行销售人员管理,销售主管需要通过构建高质量的上下级关系,激发销售管理人员对上司的信任感,塑造销售人员的顾客导向与学习导向价值观,为下属提供学习的机会以及根据顾客需求调整销售策略的创新空间。
近年來,銷售人員價值觀的塑造和培養受到瞭廣汎關註。基于信任理論視角,就上下級關繫對學習導嚮和顧客導嚮兩種價值觀的影響機製進行實證分析髮現,上下級關繫與學習導嚮、顧客導嚮顯著正相關,即銷售主管與銷售人員上下級關繫質量越高,銷售人員學習導嚮和顧客導嚮越彊;上下級關繫與銷售人員對上司的信任顯著正相關,即銷售人員對上司的信任程度越高,其學習導嚮和顧客導嚮越彊;信任在上下級關繫與銷售人員學習導嚮以及上下級關繫與銷售人員顧客導嚮之間起完全中介作用。因此,大數據揹景下,為更好地進行銷售人員管理,銷售主管需要通過構建高質量的上下級關繫,激髮銷售管理人員對上司的信任感,塑造銷售人員的顧客導嚮與學習導嚮價值觀,為下屬提供學習的機會以及根據顧客需求調整銷售策略的創新空間。
근년래,소수인원개치관적소조화배양수도료엄범관주。기우신임이론시각,취상하급관계대학습도향화고객도향량충개치관적영향궤제진행실증분석발현,상하급관계여학습도향、고객도향현저정상관,즉소수주관여소수인원상하급관계질량월고,소수인원학습도향화고객도향월강;상하급관계여소수인원대상사적신임현저정상관,즉소수인원대상사적신임정도월고,기학습도향화고객도향월강;신임재상하급관계여소수인원학습도향이급상하급관계여소수인원고객도향지간기완전중개작용。인차,대수거배경하,위경호지진행소수인원관리,소수주관수요통과구건고질량적상하급관계,격발소수관리인원대상사적신임감,소조소수인원적고객도향여학습도향개치관,위하속제공학습적궤회이급근거고객수구조정소수책략적창신공간。
In recent years,lots of attention has been paid on shaping and nurturing value of sales force. This study is based on the theory of trust,studying the influence mechanism of how Supervisor-subordinate Guanxi impact the learning orientation and customer orientation values. Based on the analysis of 135 samples,the empirical results of this study show that:(1) Supervisor-subordinate Guanxi is positively related to sales people’s learning-oriented and customer-oriented;(2)Supervisor-subordinate Guanxi is positively related to trust towards the leader of sales people ;(3)trust does not only fully mediate the relationship between the Supervisor-subordinate Guanxi and learning orientation,but also mediate the relationship between Supervisor-subordinate Guanxi and customer orientation. The result implies that sales directors need to build high-quality Superior-subordinate Guanxi,and stimulate sales manager’s trust towards their superiors,in order to shape sales force customer orientation and learning orientation values.