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  

Impact of salespersons' customer orientation and sales orientation on their sales performance:The moderating effect of the emotion regulation ability

作　　者：彭学兵[1,2] 徐浩 刘玥伶 黄洁[3] PENG Xuebing;XU Hao;LIU Yueling;HUANG Jie(School of Economics and Management,Zhejiang Sci-Tech University,Hangzhou 310018,China;College of Business,Lishui University,Lishui 323000,China;Department of Business Administration,Zhejiang Institute of Economic and Trade,Hangzhou 310018,China)

机构地区：[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

出　　处：《浙江理工大学学报（社会科学版）》2023年第3期253-264,共12页Journal of Zhejiang Sci-Tech University：Social Sciences

基　　金：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)。

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。With the change of sales from the concept of sales to the concept of marketing,it has become an important issue in marketing practice that salespeople focus on sales volume and customer demand,which is more conducive to improving sales performance.It has also been an important issue in academic research ever since the concept of sales orientation-customer orientation(SOCO) was proposed.This paper studies the direct and interactive effects of sales orientation and customer orientation on sales performance,and explores the moderating effects of the emotion regulation ability.It is found by investigating the 273 valid questionairs that the salespeople can improve their sales performance whether they implement customer-oriented or sales-oriented sales strategy.However,carrying out the contradictory sales strategies of customer orientation and sales orientation at the same time is not conducive to improving the sales performance.It is also found that the emotion regulation ability moderates the relationship between sales(customer) orientation and salespersons′ sales performance.But interestingly,the emotion regulation ability positively moderates the relationship between customer orientation and salespersons′ sales performance,while negatively moderates the relationship between sales orientation and salespersons′ sales performance.Furthermore,it is found that the emotion regulation ability positively moderates the negative interaction effect of customer orientation and sales orientation on sales performance.The research enriches and deepens the theory of SOCO by providing a contextualized explanation for the inconsistent research conclusions on the relationship between SOCO and sales performance.The research conclusion also has certain practical guidance value for salespersons to carry out marketing strategy based on their SOCO tendency.

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[经济管理—企业管理]