نقش ارزيابي عملكرد كاركنان صنعت گردشگري بر بهسازي نيروي انساني بازاريابان بيمه عمر استان مازندران

The role of evaluating employees' performance of tourism industry on the improvement of human resources of Life Insurance Marketers of Mazandaran province

ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﺑﺎ ﻫﺪف ﺷﻨﺎﺧﺖ ﻣﯿﺰان ﻧﻘﺶ ارزﯾﺎﺑﯽ ﻋﻤﻠﮑﺮد ﮐﺎرﮐﻨﺎن ﺻﻨﻌﺖ ﮔﺮدﺷﮕﺮي ﺑﺮ ﺑﻬﺴﺎزي ﻧﯿﺮوي اﻧﺴﺎﻧﯽ ﺑﺎزارﯾﺎﺑﺎن ﺑﯿﻤﻪ ﻋﻤﺮ اﺳﺘﺎن ﻣﺎزﻧﺪران، اﻧﺠﺎم ﺷﺪ. اﯾﻦ ﭘﮋوﻫﺶ ﺗﻮﺻﯿﻔﯽ از ﻧﻮع ﻫﻤﺒﺴﺘﮕﯽ اﺳﺖ. ﺟﺎﻣﻌﻪ آﻣﺎري ﺷﺎﻣﻞ ﮐﻠﯿﻪ ﮐﺎرﮐﻨﺎن ﺻﻨﻌﺖ ﮔﺮدﺷﮕﺮي در ﺳﺎل 1394 ﺑﻪ ﺗﻌﺪاد 500 ﻧﻔﺮ ﺑﻮد. ﻃﺒﻖ ﺟﺪول ﮐﺮﺟﺴﯽ و ﻣﻮرﮔﺎن، ﺗﻌﺪاد 217 ﻧﻔﺮ ﺑﺎ روش ﻧﻤﻮﻧﻪ ﮔﯿﺮي ﺗﺼﺎدﻓﯽ ﻃﺒﻘﻪ اي اﻧﺘﺨﺎب ﺷﺪ. اﺑﺰار اﻧﺪازه ﮔﯿﺮي داده ﻫﺎ ﺷﺎﻣﻞ ﭘﺮﺳﺸﻨﺎﻣﻪ ﻫﺎي ارزﯾﺎﺑﯽ ﻋﻤﻠﮑﺮد و ﺑﻬﺴﺎزي ﻧﯿﺮوي اﻧﺴﺎﻧﯽ، ﺑﻮد. رواﯾﯽ ﭘﺮﺳﺸﻨﺎﻣﻪ ﻫﺎ ﺗﻮﺳﻂ ﻣﺘﺨﺼﺼﺎن از ﺟﻤﻠﻪ اﺳﺘﺎد راﻫﻨﻤﺎ ﺗﺎﯾﯿﺪ ﺷﺪ و ﺑﺎ ﻣﺤﺎﺳﺒﻪ آﻟﻔﺎي ﮐﺮوﻧﺒﺎخ، ﭘﺎﯾﺎﯾﯽ ﭘﺮﺳﺸﻨﺎﻣﻪ ﻫﺎي ارزﯾﺎﺑﯽ ﻋﻤﻠﮑﺮد ﺑﺮاﺑﺮ 0/79 و ﺑﻬﺴﺎزي ﻧﯿﺮوي اﻧﺴﺎﻧﯽ ﺑﺮاﺑﺮ 0/80 ﻣﺤﺎﺳﺒﻪ ﺷﺪ ﮐﻪ ﻧﺸﺎن داد ﭘﺮﺳﺸﻨﺎﻣﻪ ﻫﺎ از ﭘﺎﯾﺎﯾﯽ ﻣﻨﺎﺳﺐ و ﻣﻄﻠﻮﺑﯽ ﺑﺮﺧﻮردار ﻫﺴﺘﻨﺪ. روش ﺗﺠﺰﯾﻪ و ﺗﺤﻠﯿﻞ داده ﻫﺎ اﺳﺘﻔﺎده از روش ﻫﺎي آﻣﺎر ﺗﻮﺻﯿﻔﯽ (ﻣﺤﺎﺳﺒﻪ ﻓﺮاواﻧﯽ و درﺻﺪ ﻫﺎ، ﻣﯿﺎنگين اﻧﺤﺮاف اﺳﺘﺎﻧﺪارد) و آﻣﺎر اﺳﺘﻨﺒﺎﻃﯽ (آزﻣﻮن ﻫﺎي t و ﺿﺮﯾﺐ ﻫﻤﺒﺴﺘﮕﯽ ﭘﯿﺮﺳﻮن و ﺗﺤﻠﯿﻞ رﮔﺮﺳﯿﻮﻧﯽ ﭼﻨﺪﻣﺘﻐﯿﺮه) از ﻃﺮﯾﻖ ﺑﺮﻧﺎﻣﻪ ﻧﺮم اﻓﺰاري SPSS22 ﺑﻮد. ﯾﺎﻓﺘﻪ ﻫﺎ ﻧﺸﺎن داد ﮐﻪ ارزﯾﺎﺑﯽ ﻋﻤﻠﮑﺮد ﮐﺎرﮐﻨﺎن ﺻﻨﻌﺖ ﮔﺮدﺷﮕﺮي ﺑﺮ ﺑﻬﺴﺎزي ﻧﯿﺮوي اﻧﺴﺎﻧﯽ ﺑﺎزارﯾﺎﺑﺎن ﺑﯿﻤﻪ ﻋﻤﺮ ﻧﻘﺶ دارد، ﺑﻪ ﻃﻮري ﮐﻪ ﻣﻘﺪار اﯾﻦ ﻫﻤﺒﺴﺘﮕﯽ 0/143 ﻣﯽ ﺑﺎﺷﺪ. ﻣﺤﺎﺳﺒﻪ ﺿﺮﯾﺐ ﺗﻌﯿﯿﻦ (0/0205= R2)، ﺸﺎن ﻣﯽ دﻫﺪ ﮐﻪ 2/05 درﺻﺪ از ﺗﻐﯿﯿﺮات ﻧﯿﺮوي اﻧﺴﺎﻧﯽ ﺗﻮﺳﻂ ﻋﻤﻠﮑﺮد ﮐﺎرﮐﻨﺎن ﻗﺎﺑﻞ ﭘﯿﺶ ﺑﯿﻨﯽ اﺳﺖ.

This study was conducted with the aim of understanding the role of evaluating employees' performance of tourism industry on the improvement of human resources of Life Insurance Marketers of Mazandaran province. This research is descriptive and correlational. The study population included all employees of the tourism industry in 2015 with a number of 500 people. According to Morgan table, 217 persons were selected using stratified random sampling. Measuring tool of data included questionnaires of performance evaluation and improvement of human resources. The validity of questionnaire was confirmed by experts, including supervisor and by calculating Cronbach's alpha, the reliability of the questionnaires of performance evaluation was calculated 0.79 and improvement of human resources equal to 0.79 that showed that questionnaires are reliable and desirable. Data analysis method was using descriptive statistics (frequencies and percentages, mean and standard deviation) and inferential statistics (t test, Pearson correlation coefficient and multivariate regression analysis) through SPSS22 software. The results showed that employees' performance evaluation of the tourism industry has impact on the improvement of human resources of Life Insurance Marketers, so that the value of this correlation is 0.143. Calculate the coefficient of determination ( =0.0205), indicating that 2.05 percent of the changes of human resources is predictable by employees' performance.