تاثير كنترل‌هاي رفتاري بر اثربخشي كاركنان واحد فروش

The Effects of Behavior Based Control on Effectiveness of Sales Unit Personnel

در كشور ايران تاكنون به بررسي تاثير كنترل‌هاي رفتاري بر اثر بخشي كاركنان واحد فروش كمتر توجه شده است. نتايج به دست آمده از اين مطالعه اثر مثبت به كارگيري كنترل هاي رفتاري بر اثربخشي كاركنان را از ديد مديران اجرايي فروش نشان داد. بر اساس نتايج اين تحقيق كنترل رفتاري بر عملكرد رفتاري، عملكرد نتيجه اي و اثربخشي كاركنان واحد فروش تاثير مثبت داشته، و در ضمن عملكرد رفتاري و نتيجه اي نيز بر اثربخشي كاركنان واحد فروش تاثير مثبت دارد. همچنين به وسيله استفاده از فن تحليل مسير نوع و ميزان اين اثرات مشخص شد و با توجه به اين نتايج پيشنهادات و راهكارهايي در جهت نوع و ميزان كنترل كاركنان از سوي مديران فروش، به منظور افزايش اثربخشي كاركنان ارايه شد.

The main purpose of this study is to analyze the relationship between the extent of enforced behavior based control and extent of performance and effectiveness of sales unit personnel. In this research sales management control system is controlling sales unit personnel for achieving nominative goals that applies leadership style, coaching style and common strategy. Behavior-based sales management control is characterized by” high levels of supervisor monitoring, direction and intervention in activities, and subjective and more complex methods of evaluating performance, typically centered on the salesperson’s job input”. Population of this descriptive and correlated research is sales manager of companies in Food Industry accepted in Tehran Stock Exchange. Tools of data gathering were questionnaire and literature survey. Also for testing hypothesis regression and path analysis have been used. Research conclusion shows that the behavior-based control have positive effect on behavior performance, outcome performance and effectiveness of sales unit personnel. Also the direct effect of behavior-based control on effectiveness of sales unit personnel is more than indirect effect of behavior-based control by behavior and outcome performance.