|本期目录/Table of Contents|

[1]彭学兵,徐浩,刘玥伶,等.销售人员顾客导向和销售导向对销售绩效的影响——情绪调节能力的调节作用[J].浙江理工大学学报,2023,49-50(社科三):253-264.
　PENG Xuebing,XU Hao,LIU Yueling,et al.Impact of salespersons′ customer orientation and sales  orientation on their sales performance: The moderating  effect of the emotion regulation ability[J].Journal of Zhejiang Sci-Tech University,2023,49-50(社科三):253-264.
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销售人员顾客导向和销售导向对销售绩效的影响——情绪调节能力的调节作用()
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浙江理工大学学报[ISSN:1673-3851/CN:33-1338/TS]

卷:
第49-50卷
期数:
2023年社科第三期
页码:
253-264
栏目:
出版日期:
2023-08-20

文章信息/Info

Title:
Impact of salespersons′ customer orientation and sales  orientation on their sales performance: The moderating  effect of the emotion regulation ability
文章编号:
1673-3851 (2023) 06-0253-12
作者:
彭学兵; 徐浩; 刘玥伶; 黄洁
1.浙江理工大学经济管理学院，杭州 310018；2.丽水学院商学院，丽水 323000；3.浙江经贸职业技术学院工商管理系，杭州 310018
Author(s):
PENG Xuebing;  XU Hao;  LIU Yueling;  HUANG Jie
 1.School of Economics and Management, Zhejiang Sci-Tech University, Hangzhou 310018, China; 2.College of Business, Lishui University, Lishui 323000, China；3.Department of Business  Administration, Zhejiang Institute of Economic and Trade, Hangzhou 310018,
China
关键词:
顾客导向; 销售导向; 适应性销售; 情绪调节能力; 内部情境; 交互效应
分类号:
F270
文献标志码:
A
摘要:
随着销售从推销观念向市场营销观念的转变，销售人员关注销售量和关心客户需求何者更有利于提升销售绩效成为营销实践关注的重要问题,也是销售导向-顾客导向（Sales orientationcustomer orientation,SOCO）概念提出以来学术界研究的重要问题。文章研究销售导向和顾客导向对销售人员销售绩效的直接影响及交互效应，并探讨情绪调节能力的调节效应。通过对273份有效问卷数据的实证研究发现：销售人员无论实施顾客导向还是销售导向的销售策略都有利于提升其销售绩效，但同时开展顾客导向和销售导向两种矛盾的销售策略不利于提升销售绩效；情绪调节能力对顾客导向与销售绩效以及销售导向与销售绩效的正向关系均有调节效应，情绪调节能力促进顾客导向与销售绩效的正向关系，但抑制销售导向与销售绩效的正向关系；情绪调节能力正向调节顾客导向和销售导向对销售绩效的负向交互效应。研究丰富和深化了SOCO理论，为解释顾客导向和销售导向与销售绩效的不一致关系提供了一种情境化解释思路；研究结论对销售人员基于SOCO开展相应营销策略也具有一定的实践指导价值。

参考文献/References:

［ 1 ］ Saxe R, Weitz B A. The SOCO scale: A measure of the customer orientation of salespeople ［ J ］ . Journal of Marketing Research,1982, 19(3):343 - 351.

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［8］Yi H T, Amenuvor F E. The effect of door-to-door salespeople′s individual sales capabilities on selling behavior and performance: The moderating effect of competitive intensity［J］. Sustainability, 2022,14(6): 1-15.

［9］Guenzi P, Georges L, Pardo C. The impact of strategic account managers′ behaviors on relational outcomes: An empirical study［J］. Industrial Marketing Management,2009,38(3): 300-311.

［10］Yeo C, Hur C, Ji S. The customer orientation of salesperson for performance in Korean market case: A relationship between customer orientation and adaptive selling［J］. Sustainability,2019,11(21):1-18.

备注/Memo

备注/Memo:
收稿日期：2022-07-19
网络出版日期：2023-02-22
基金项目：浙江省哲学社会科学规划项目（22NDJC081YB）；国家自然科学基金面上项目（71672181）；浙江省科技厅软科学项目（2022C35083）
作者简介：彭学兵（1972-），男，湖南益阳人，教授，博士，主要从事创业与中小企业管理、战略管理、数字经济等方面的研究。
更新日期/Last Update: 2023-09-15