正式控制对销售绩效的影响机制研究——一个被中介的调节作用模型  

A Study on Impact Mechanism of Sales Force Formal Control and Sales Performance:A Mediated Moderation Model

作　　者：彭雷清[1] 黄嘉欣[1] 

机构地区：[1]广东财经大学工商管理学院,广东广州510320

出　　处：《财经论丛》2016年第6期84-92,共9页Collected Essays on Finance and Economics

基　　金：教育部人文社科基金资助项目(12YJA630095);广东省自然科学基金资助项目(2015A030310503);广东省普通高校人文社科基金资助项目(2014WQNCX108)

摘　　要：基于目标设定理论,构建了一个被中介的调节作用模型,探讨正式控制(包括结果控制和行为控制)对销售人员绩效的影响。实证结果表明:结果控制、行为控制分别与销售绩效显著正相关;结果控制与行为控制对销售绩效有交互的影响效应,结果控制与行为控制较强时,销售绩效更高;销售人员的顾客导向行为对上述交互效应与销售绩效的关系起部分中介作用。本研究的结论说明销售管理者需要通过结果控制为下属设置目标,配合使用行为控制提供反馈,从而激发销售人员迎合顾客需求的销售行为,提升其销售绩效。Based on the Goal-setting theory, this paper builds a mediated moderation model to explain how formal control, which includes both outcome control and behavior control, affects sales force＇ s performance. The results show that outcome control and behavior control are positively related to the sales performance respectively. Outcome control and behavior control are interacted to affect the sales performance. When both outcome control and behavior control are strict at the same time, sales performance is much better. Customer-oriented behavior partially mediated the relationship between the interaction effect and sales performance. Our study implies that sales manager should use outcome control to set goals for their subordi- nates and use behavior control as a feedback method so as to stimulate the sales force to engage in customer-oriented behavior and enhance the sales performance.

关 键 词：正式控制 结果控制 行为控制 顾客导向行为 销售绩效 

分 类 号：C93[经济管理—管理学]