تأثیر شبکه سازی بر عملکرد فروش: بررسی نقش میانجی خلاقیت و رضایت شغلی (مورد مطالعه: نمایندگی بیمه کوثر مشهد) (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
امروزه شبکه سازی در سازمان می تواند اعتبار فرد را به گونه ای افزایش دهد که منجر به جایگاه والاتر و احساس موفقیت شغلی وی شود. افزایش رفتارهای شبکه ای فروشنده، به طور مؤثری در ارتقا بینش عملی و به طور کلی نیز کمک کننده به خلاقیت در کار و بهبود عملکرد فروش است؛ بنابراین هدف از پژوهش حاضر، بررسی تأثیر شبکه سازی فروش با خلاقیت و رضایت شغلی بر عملکرد فروش است. جامعه آماری این پژوهش، کارکنان فروش نمایندگی های بیمه کوثر مشهد به تعداد حدود 400 نفر است که به روش تصادفی ساده، 250 نفر از میان آنان انتخاب شد. ابزار جمع آوری داده ها، پرسشنامه ای با 28 سؤال بود که روایی صوری آن با استفاده از نظر خبرگان، روایی سازه آن با استفاده از تحلیل عاملی تأییدی و در نهایت، روایی پایایی آن با استفاده از پایایی ترکیبی تأیید شد. تحلیل داده ها به کمک مدل سازی معادله های ساختاری و با استفاده از نرم افزار SPSS22 وSmartPLS3 انجام شد. نتایج حاکی از این بود که رفتار شبکه سازی بر عملکرد فروش با میانجیگری خلاقیت و رضایت شغلی تأثیر مثبت و معنا دار دارد. همچنین، تأثیر مثبت و معنا دار رفتار شبکه سازی حرفه ای و شبکه سازی با مشتریان بر خلاقیت فروشنده تأیید شد. علاوه بر این، تأثیر رفتار شبکه سازی با همتایان و مشتری بر رضایت شغلی تأیید شد. درنهایت، تأثیر مثبت و معنا دار خلاقیت و رضایت شغلی بر عملکرد فروش تأیید شد؛ اما تأثیر رفتار شبکه سازی با همتایان بر خلاقیت و رفتار شبکه سازی حرفه ای بر رضایت شغلی تأیید نشد.The Impact of Networking on Sales Performance: A Study of the Mediating Role of Creativity and Job Satisfaction (Case Study: Kosar Insurance Agency, Mashhad)
Today, networking in the organization can increase a person's credibility in a way that leads to a higher position and a sense of career success. Increasing the seller's network behaviors effectively helps to promote practical insight and overall creativity in the work and improve sales performance. Therefore, the purpose of the present study is to investigate the effects of sales networking through creativity and job satisfaction on sales performance. The statistical population of this research is the sales staff of Kosar insurance agencies in Mashhad, numbering about 400 people, 250 of them were selected by simple random method. The data collection tool was a questionnaire with 28 questions whose face validity was confirmed by experts and its construct validity was confirmed by confirmatory factor analysis, and its reliability was confirmed by composite reliability. Data analysis was performed using structural equation modeling using SPSS22 and Smart PLS3 software. The results showed that sales networking behavior has a positive and significant effect on sales performance mediated by creativity and job satisfaction. Also, the positive and significant effect of professional and customer networking behavior on creativity was confirmed. In addition, the effect of networking behavior with peers and customers on job satisfaction was confirmed. Finally, the positive and significant effect of creativity and job satisfaction on sales performance was confirmed. However, the effect of networking behavior with peers on creativity and professional networking behavior on job satisfaction was not confirmed. IntroductionAlthough people's effort to develop and maintain relationships with people who are likely to help them in their profession or job is an important job skill set and a proactive approach to individual growth and development, networking behavior has also been less addressed in the insurance industry. Therefore, since the research literature mentions possible differences in the way women and men network, as well as how they benefit from network behaviors, research on possible differences in sales could also be beneficial. Therefore, according to the mentioned cases, the model in this research relates the three common forms of networking behavior to job satisfaction, creativity, and sales performance of the salesperson. MethodologyThis research is applied in terms of purpose and descriptive and survey in terms of the data collection method. The statistical population of this research consists of the sales staff of Kosar Insurance agencies in Mashhad, numbering about 400 people. The sampling method in this random study is simple and the sample size is 196 people using Morgan's table. After identifying the full-time and part-time sellers of 10 existing agencies of Kosar Insurance in Mashhad and preparing a list of them, and considering the fact that some of the questionnaires were not returned, 250 questionnaires were distributed in person, of which 215 questionnaires were collected. And 204 questionnaires were usable. The questionnaire used in this research included 4 general questions about gender, age, and education, and 28 questions related to research variables. The rating scale of each question was prepared from completely agree to completely disagree based on a score of 1 to 5. The data collection tool was a questionnaire with 28 questions whose face validity was confirmed by experts, its construct validity was confirmed by confirmatory factor analysis, and its reliability was confirmed by Cronbach's alpha coefficient. Data analysis was performed using structural equation modeling using SPSS22 and Smart PLS3 software. FindingsBefore evaluating the presented structural model, it is necessary to check the significance of the factor load of different constructs of the questionnaire in predicting the relevant items in order to ensure the suitability of the measurement models and the acceptability of their indicators in the measurement of the constructs. This was done using the confirmatory factor analysis (CFA) technique and Smart PLS3 software. Considering that in the fitted model, the factor load of all variables in predicting questionnaire items was significant (above 0.4) and at the confidence level of 0.95, none of the items were excluded from the analysis process. The coefficient of determination (R2) is the most important measure that can be used to explain the relationship between one or more independent variables and the dependent variable. This coefficient expresses the percentage changes of the dependent variable by the independent variables. According to the presented results, the coefficients of determining the dependent variables can be seen in the fitted research model, which are all acceptable numbers. In order to fit the final model of the research in the PLS software, another index called the goodness of fit index (Gof) is used. According to the obtained results, the structural model of the research has a suitable fit. ConclusionIn this research, the effect of sales networking through creativity and job satisfaction on sales performance was investigated. The effect of networking with customers and professional networking on a salesperson's creativity was confirmed, but the effect of networking with peers on creativity was rejected. In the fourth and sixth hypotheses of the research, the positive and significant effect of networking with employees and customers on a salesperson’s job satisfaction was confirmed. But in the fifth hypothesis, the effect of professional networking on a salesperson's job satisfaction was not confirmed. In the seventh and eighth hypotheses, the positive and significant effect of creativity and satisfaction of the seller on sales performance was confirmed. In the ninth and tenth hypotheses, the mediating role of creativity and job satisfaction in the relationship between sales networking and sales performance was confirmed.
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