دانشگاه الزهرا

  اخبار و اعلانات

 آمار

تعداد نشریات25
تعداد شماره‌ها911
تعداد مقالات7,489
تعداد مشاهده مقاله12,107,132
تعداد دریافت فایل اصل مقاله8,565,027
Gharehkhani, Hassan, Izadi, Behzad, Nasiri, Ziba. (1401). Sports Sellers’ Psychological Capacity Effect on Sales Amount and Client Satisfaction. جلوه هنر, 2(2), 201-216. doi: 10.22051/sbj.2022.42289.1064
Hassan Gharehkhani; Behzad Izadi; Ziba Nasiri. "Sports Sellers’ Psychological Capacity Effect on Sales Amount and Client Satisfaction". جلوه هنر, 2, 2, 1401, 201-216. doi: 10.22051/sbj.2022.42289.1064
Gharehkhani, Hassan, Izadi, Behzad, Nasiri, Ziba. (1401). 'Sports Sellers’ Psychological Capacity Effect on Sales Amount and Client Satisfaction', جلوه هنر, 2(2), pp. 201-216. doi: 10.22051/sbj.2022.42289.1064
Gharehkhani, Hassan, Izadi, Behzad, Nasiri, Ziba. Sports Sellers’ Psychological Capacity Effect on Sales Amount and Client Satisfaction. جلوه هنر, 1401; 2(2): 201-216. doi: 10.22051/sbj.2022.42289.1064

Sports Sellers’ Psychological Capacity Effect on Sales Amount and Client Satisfaction

Sports Business Journal
مقاله 12، دوره 2، شماره 2 - شماره پیاپی 4، مهر 2022، صفحه 201-216    اصل مقاله (771.89 K)
نوع مقاله: Research Paper
شناسه دیجیتال (DOI): 10.22051/sbj.2022.42289.1064
نویسندگان
Hassan Gharehkhani* 1؛ Behzad Izadi2؛ Ziba Nasiri3
1Assistant Professor, Sport Science Department, Faculty of Humanities, University of Zanjan, Zanjan Iran.
2Associate Professor, Sport Science Department, Faculty of Humanities, University of Kurdistan Sanandaj, Iran.
3Sport Management Graduated, Sport Science Department, Faculty of Humanities, University of Kurdistan, Sanandaj, Iran.
چکیده
Purpose: This study aimed to evaluate the effect of the psychological capacity of sports sellers on sales amount and client satisfaction mediated by Client-centred behavior.
Methodology: The research was applied correlational. Iranian leading sports sellers were selected as a sample. Data were collected using the Lussier and Hartmann (2017) questionnaire (reliability 0.7). The PLS Smart software was used to analyse the data.
Findings: The highest correlation was observed between the variables of psychological capacities and customer-oriented behavior (0.835). The lowest correlation was between customer satisfaction and sales performance (0.211). There was a positive and significant relationship (0.79) between psychological capacities and the seller’s client-centered behaviors. Client-oriented behavior effect of sports sellers on sales amount (0.78) and client satisfaction (0.65) was also positive and significant.
Originality: Considering the impact of sports sellers’ customer-oriented behavior on sales and customer satisfaction, it is recommended that sports sellers pay special attention to learning and applying customer-oriented behaviors.
کلیدواژه‌ها
Client-Oriented Behavior؛ Client Satisfaction؛ Psychological Capacities؛ Sales Amount؛ Social Exchange Theory
عنوان مقاله [English]
نقش ظرفیت روانشناختی فروشندگان ورزشی بر میزان فروش و رضایت مشتریان وفادار
نویسندگان [English]
حسن قره خانی1؛ بهزاد ایزدی2؛ زیبا نصیری3
1استادیار، گروه علوم ورزشی، دانشکده علوم انسانی، دانشگاه زنجان، زنجان، ایران.
2دانشیار، گروه علوم ورزشی، دانشکده علوم انسانی، دانشگاه کردستان، سنندج، ایران.
3فارغ‌التحصیل مدیریت ورزشی، گروه علوم ورزشی، دانشکده علوم انسانی، دانشگاه کردستان، سنندج، ایران.
چکیده [English]
هدف: این مطالعه با هدف بررسی تأثیر ظرفیت روان‌شناختی فروشندگان محصولات ورزشی بر میزان فروش و رضایت مشتری با میانجی‌گری رفتار مشتری محور انجام شد.
روش: پژوهش از نوع همبستگی کاربردی بود. نمونه‌های تحقیق شامل تمام فروشندگان ورزشی استان زنجان بودند که به‌طور کل‌شمار انتخاب شدند(N= 93). داده‌ها با استفاده از پرسشنامه لوسیه و هارتمن (2017) جمع‌آوری شد (پایایی 0.7). برای تجزیه و تحلیل داده‌ها از نرم افزار PLS Smart استفاده شد.
یافته‌ها: بیشترین همبستگی بین متغیرهای ظرفیت‌های روانشناختی و رفتار مشتری مداری (835/0) مشاهده شد. کمترین همبستگی بین متغیرهای رضایت مشتری و عملکرد فروش (211/0) بود. بین ظرفیت‌های روان‌شناختی و رفتار مشتری‌محور فروشندگان رابطه مثبت و معناداری (79/0) وجود داشت. تأثیر رفتار مشتری مداری فروشندگان ورزشی بر میزان فروش (78/0) و رضایت مشتری (65/0) نیز مثبت و معنادار بود.
اصالت و ابتکار مقاله: این مطالعه به تفاوت مشتریان گاه‌و‌بیگاه و مشتریان وفادار، توجه نموده و از این منظر توصیه نموده تا فروشندگان محصولات ورزشی، با توجه به این تفاوت، برنامه ویژه‌ای برای یادگیری رفتارهای مشتری محور داشته باشند.
کلیدواژه‌ها [English]
‌رضایت مشتریان, رفتار مشتری محور, ظرفیت روانشناختی, ‌میزان فروش, نظریه تبادل اجتماعی
مراجع
  1. Ahearne, M., Boichuk, J., Chapman, C., & Steenburgh, T. (2013). Earnings Management Practices in Sales and Strategic Accounts Survey Report. Darden Business School Working Paper, SSRN Electronic Journal. https://doi.org/10.2139/ssrn.2324325
  2. Bahrami, S., Kiani, M. S., Nazari, L., & Shahbazpour, L. (2021). The Relationship between Service Quality, Physical Evidence and Customer Satisfaction in Sports Centres. Sports Business Journal, 1(1), 179-191. https://doi.org/10.22051/sbj.2021.37342.1014
  3. Bande, B., Fernández-Ferrín, P., Varela, J. A., & Jaramillo, F. (2015). Emotions and salesperson propensity to leave: The effects of emotional intelligence and resilience. Industrial Marketing Management, 44, 142-153. https://doi.org/10.1016/j.indmarman.2014.10.011
  4. Brady, M., & Cronin. Jr, J. (2001). Customer Orientation: Effects on Customer Service Perceptions and Outcome Behaviors. Journal of Service Research - J SERV RES, 3(3), 241-251. https://doi.org/10.1177/109467050133005
  5. Chang, C.-C., & Hung, J.-S. (2018). The effects of service recovery and relational selling behavior on trust, satisfaction, and loyalty. International Journal of Bank Marketing, 36(7), 1437-1454. https://doi.org/10.1108/IJBM-07-2017-0160
  6. Edirisinghe, D., Nazarian, A., Foroudi, P., & Lindridge, A. (2020). Establishing psychological relationship between female customers and retailers: A study of the small- to medium-scale clothing retail industry. Qualitative Market Research: An International Journal, ahead-of-print. https://doi.org/10.1108/QMR-12-2017-0167
  7. Flaherty, K. E., & Gassenheimer, J. B. (2016). From the special issue guest editors. In (Vol. 24, pp. 247-248): Taylor & Francis.
  8. Franke, G., & Park, J.-E. (2006). Salesperson Adaptive Selling Behavior and Customer Orientation: A Meta-Analysis. Journal of Marketing Research - J MARKET RES-CHICAGO, 43(4), 693-702. https://doi.org/10.1509/jmkr.43.4.693
  9. Funk, D. (2017). Introducing a Sport Experience Design (SX) framework for sport consumer behaviour research. Sport Management Review, 20(2), 145-158. https://doi.org/10.10 16/j.smr.2016.11.006
  10. Groza, M. D., Locander, D. A., & Howlett, C. H. (2016). Linking thinking styles to sales performance: The importance of creativity and subjective knowledge. Journal of Business Research, 69(10), 4185-4193. https://doi.org/10.1016/j.jbusres.2016.03.006
  11. Hagberg, J., Sundstrom, M., & Egels-Zandén, N. (2016). The digitalization of retailing: an exploratory framework. International Journal of Retail & Distribution Management, 44(7), 694-712. https://doi.org/10.1108/IJRDM-09-2015-0140
  12. Homburg, C., Müller, M., & Klarmann, M. (2011). When Should the Customer Really be King? On the Optimum Level of Salesperson Customer Orientation in Sales Encounters. Journal of marketing, 75(2), 55-74. https://doi.org/10.1509/jm.75.2.55
  13. Ilyas, G. B., & Mustafa, H. (2022). Price, Promotion, and Supporting Facilities on Customer Satisfaction. Golden Ratio of Marketing and Applied Psychology of Business, 2(1), 01-11. https://doi.org/10.52970/grmapb.v2i1.65
  14. Iqbal, S., & Sharma, R. (2012). A study of organization strategies, structures, culture dimensions and management control systems of various retail formats. Journal of International Business Strategy, 12(1).
  15. Jaramillo, F., & Grisaffe, D. B. (2009). Does customer orientation impact objective sales performance? Insights from a longitudinal model in direct selling. Journal of Personal Selling & Sales Management, 29(2), 167-178. https://www.jstor.org/stable/40472179
  16. Kim, B., Kim, S., & Heo, C. Y. (2016). Analysis of satisfiers and dissatisfiers in online hotel reviews on social media. International Journal of Contemporary Hospitality Management, 28(9), 1915-1936. https://doi.org/10.1108/IJCHM-04-2015-0177
  17. Koistinen, K., & Järvinen, R. (2016). Comparing perceived insecurity among customers and retail staff during service encounters. Journal of Retailing and Consumer Services, 31, 80-92. https://doi.org/10.1016/j.jretconser.2016.03.014
  18. Korschun, D., Bhattacharya, C. B., & Swain, S. (2014). Corporate Social Responsibility, Customer Orientation, and the Job Performance of Frontline Employees. Journal of marketing, 78(3), 20-37. https://doi.org/10.1509/jm.11.0245
  19. Lieven, T. (2016). Customers' choice of a salesperson during the initial sales encounter. Journal of Retailing and Consumer Services, 32, 109-116. https://doi.org/10.1016/j.jretconser. 2016.06.005
  20. Lussier, B., & Hartmann, N. N. (2017). How psychological resourcefulness increases salesperson's sales performance and the satisfaction of their customers: Exploring the mediating role of customer-oriented behaviors. Industrial Marketing Management, 62, 160-170. https://doi.org/10.1016/j.indmarman.2016.08.009
  21. Luthans, F., Avey, J., Avolio, B., Norman, S., & Combs, G. (2006). Psychological Capital Development: Toward a Micro-Intervention. Journal of Organizational Behavior, 27(3), 387-393. https://doi.org/10.1002/job.373
  22. Mansouri, H., Sadeghi Boroujerdi, S., & Md Husin, M. (2022). The influence of sellers’ ethical behaviour on customer’s loyalty, satisfaction and trust. Spanish Journal of Marketing - ESIC, 26(2), 267-283. https://doi.org/10.1108/SJME-09-2021-0176
  23. Nielson, B. E., & Border, T. (2016). Teaching and Training Future Sales Professionals How to Negotiate with Real World Experience. Journal for Advancement of Marketing Education, 24(Special Issue), 8-15. https://apps.weber.edu/wsuimages/sales/pdf/JAME-2016-Vol24-Special-Issue-Nielson-Border-pp8-15.pdf
  24. Palmatier, R. W., Scheer, L. K., & Steenkamp, J.-B. E. M. (2007). Customer Loyalty to Whom? Managing the Benefits and Risks of Salesperson-Owned Loyalty. Journal of Marketing Research, 44(2), 185-199. https://doi.org/10.1509/jmkr.44.2.185
  25. Periatt, J. A., LeMay, S. A., & Chakrabarty, S. (2004). The selling orientation–customer orientation (SOCO) scale: Cross-validation of the revised version. Journal of Personal Selling & Sales Management, 24(1), 49-54. https://www.jstor.org/stable/40471943
  26. Rabbani Nik, Z., Benesbordi, A., Shoshi Nasab, P., & Fesanghari, J. (2021). The Relationship between Sensory Marketing and Customer Satisfaction and Loyalty in Luxury Sports Clubs. Sports Business Journal, 1(2), 191-212. https://doi.org/10.22051/sbj.2022.39891.1028
  27. Sachdeva, I., & Goel, S. (2015). Retail store environment and customer experience: a paradigm. Journal of Fashion Marketing and Management, 19(3), 290-298. https://doi.org/10. 1108/JFMM-03-2015-0021
  28. Saxe, R., & Weitz, B. A. (1982). The SOCO scale: A measure of the customer orientation of salespeople. Journal of Marketing Research, 19(3), 343-351. https://doi.org/10.2307/3 151568
  29. Schulman, P. (1999). Applying Learned Optimism to Increase Sales Productivity. Journal of Personal Selling & Sales Management, 19(1), 31-37. https://psycnet.apa.org/record/19 99-15464-003
  30. Son, J., Kim, J., Choi, J., & Kim, M. (2017). Linking online niche sales to offline brand conditions. Journal of Business Research, 70, 74-84. https://doi.org/10.1016/j.jbusres. 2016.07.004
  31. Spreer, P., & Rauschnabel, P. A. (2016). Selling with technology: understanding the resistance to mobile sales assistant use in retailing. Journal of Personal Selling & Sales Management, 36(3), 240-263. https://doi.org/10.1080/08853134.2016.1208100
  32. Terho, H., Eggert, A., Haas, A., & Ulaga, W. (2015). How sales strategy translates into performance: The role of salesperson customer orientation and value-based selling. Industrial Marketing Management, 45, 12-21. https://doi.org/10.1016/j.indmarman.2015.02.017
  33. Wachner, T., Plouffe, C. R., & Grégoire, Y. (2009). SOCO's impact on individual sales performance: The integration of selling skills as a missing link. Industrial Marketing Management, 38(1), 32-44. https://doi.org/10.1016/j.indmarman.2007.11.003
  34. Yabalooie, B., Nazari, R., & Zargar, T. (2022). Propellants of Promoting Productivity Professional Football Clubs in Iran. Sports Business Journal, 2(2), 105-123. https://doi. org/10.22051/sbj.2022.41645.1052
  35. Youssef, C. M., & Luthans, F. (2007). Positive Organizational Behavior in the Workplace:The Impact of Hope, Optimism, and Resilience. Journal of Management, 33(5), 774-800. https://doi.org/10.1177/0149206307305562
  36. Yurchisin, J., & Park, J. (2010). Effects of Retail Store Image Attractiveness and Self-Evaluated Job Performance on Employee Retention. Journal of Business and Psychology, 25(3), 441-450. https://doi.org/10.1007/s10869-010-9161-x
آمار
تعداد مشاهده مقاله: 167
تعداد دریافت فایل اصل مقاله: 192


سامانه مدیریت نشریات علمی. قدرت گرفته از سیناوب