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SATIŞ ELEMANLARININ DUYGUSAL ZEKÂSININ BİR GÖSTERGESİ OLARAK ALGILANAN PERFORMANS, SATIŞ VE MÜŞTERİ ODAKLILIK

Percieved Performance Selling Orientation and Customer Orientation As An Indicator of Emotional Intelligence of Salepeople

Journal Name:

  • Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi

Publication Year:

  • 2009

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
The aim of this search is to find whether emotional intelligence is used as a deteminant regarding the salepeople self- percieved performance and their being customer oriented. For this aim data delivered from the sample group of 284 domestic and foreign drug companies’ sale representatives by means of questionnaries. The model and hypostesis of the search been tested by means of the data. The hypostesis being tested by discriminant analysis has got the result that customer orientation and percieved performance are determinant for emotional intelligence, on the other hand selling oriententation is not a determinant for emotional intelligence. Depending on this finding, it is ensued that the enterprices so the salesmen’s being customer oriented has vital importance.
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Abstract (Original Language): 
Araştırmanın amacı, satış elemanlarının algılanan performansı, satış ve müşteri odaklı olmalarının, duygusal zekânın bir belirleyicisi olarak kullanılıp kullanılmayacağını araştırmaktır. Bu amaçla, 284 yerli ve yabancı ilaç firması satış temsilcilerinden oluşan örnek kitleden anket yoluyla veriler toplanmıştır. Araştırma için geliştirilen model ve hipotez, bu verilerden yararlanılarak test edilmiştir. Ayırma analizi ile test edilen hipotezde, müşteri odaklılığın ve algılanan performansın duygusal zekânın belirleyicisi olduğu, diğer yandan satış odaklılığın duygusal zekânın belirleyici olmadığı sonucuna ulaşılmıştır. Bu bulguya dayanarak, işletmelerin ve buna bağlı olarak satış elemanlarının müşteri odaklı olmalarının ne denli önemli olduğu gerçeği ortaya çıkmaktadır.
FULL TEXT (PDF): 
PDF icon arastirmax-satis-elemanlarinin-duygusal-zekasinin-bir-gostergesi-olarak-algilanan-performans-satis-musteri-odaklilik.pdf
  • 1
159-174
  • Turkish

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