营销人员胜任特征及其与工作绩效关系的研究
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摘要
近年来,随着中国市场竞争的加剧,营销人员对企业成败的作用越来越关键。企业开始考虑营销人员如何才能在激烈的竞争中立于不败之地,因此营销人员成为企业管理关注的焦点问题。但从现有的研究来看,大部分研究着重于对营销人员素质问题的探讨,然而对于营销人员素质与工作绩效的关系研究很少,从胜任力角度来探索它们之间关系的研究更少。因此,本文尝试运用胜任特征的研究思路对营销人员的胜任特征与工作绩效之间的关系做进一步的探索,为企业选拔、培训、考核营销人员提供理论依据和政策建议。本研究将更好的将营销人员胜任特征与工作绩效关系的研究向前推进一步,为以后的相关研究奠定理论基础。
本研究首先对12名绩效优异与一般的营销人员进行了结构化访谈,以了解中国文化背景下营销人员胜任特征的内容。在结构化访谈的基础上,本文对访谈素材进行材料筛选,通过频数统计归纳出一些营销人员的胜任特征。研究结果表明,在中国文化背景下,营销人员的胜任特征包括人际了解与沟通、成就导向、顾客服务导向、组织认同感、营销技巧、业务知识和影响力。
其次在调查问卷的基础上,运用探索性因素分析和验证性因素分析的方法,提出并验证了营销人员的胜任特征模型由人际了解与沟通、成就导向、顾客服务导向、组织认同感、营销技巧、业务知识和影响力7个维度构成,并突出了业务知识和顾客服务导向的重要性,同时我们发现营销人员在性别、年龄、学历、工作年限及职务等方面的胜任特征水平差异是显著的。
然后我们分析了营销人员胜任特征与工作绩效之间的关系,主要运用相关分析和回归分析。我们发现并不是所有的胜任特征都与任务绩效和组织公民行为有显著关系,而是不同维度的胜任特征对不同的绩效维度产生一定的影响。其中成就导向、顾客服务导向、影响力、组织认同感、人际了解与沟通、营销技巧这几个胜任特征对任务绩效产生显著影响,而组织认同感、成就导向、业务知识、影响力、人际了解与沟通对组织公民行为产生显著影响。另外,本研究还运用垂直回归分析的方法检验了在营销人员胜任特征与工作绩效关系之间人力资源策略的缓冲效应。我们可以看到培训、薪酬绩效及信息分享这三个人力资源策略对部分胜任特征与工作绩效的缓冲效应是显著的。
最后,本文总结了研究的主要结论,探讨了本研究取得的进展和研究的现实意义,指出了研究上的不足和有待进一步解决的问题。
In recent years, with the competition in Chinese market, salespersons increasing pay attention to how to encourage competition in an invincible position, to become the industry's elite, and paying attention to enterprises in order to be able to select the criteria or training they need salespersons. Therefore, more and more researchers are increasingly concerned about the marketing personnel with the quality characteristics of the problem, that have made significant progress in the study. However, researching from the point of view on competency is fewer in the past. This article attempts to use the competency study to study the relationship between marketing staff competency and performance.
First of all, to understand the concept and critical incidents of salesmen competency understand the Chinese culture background, semi-structured interviews with the 12 outstanding performance and general marketing persons were conducted.Based on interviews, the study initially came up with the construct of salesmen competency by frequency statistics. The results show that in the context of Chinese culture,salesmen competency including interpersonal understanding and communication, achievement-oriented, customer-oriented services, organizational admit, marketing skills, knowledge and influence.
This was followed explorative factor analysis and confirmative factor analysis were conducted in 128 and 348 qualified samples respectively,The results indicated that in the context of Chinese culture,salesmen competency model composed of interpersonal understand -ing and communication, achievement-oriented, customer-oriented services, organizational admit, marketing skills, knowledge and influence. knowledge and customer service-oriented is most importance ,and we found that salesmen competency had significant variances in individual at the same time.
Then the study explore the relationship between the marketing staff competency and performance.with the use of correlation and regression analysis. We found that not all of the competency and performance of all tasks and organizational citizenship behaviors have a significant relationship, but the different dimensions of the competency did have an impact on the different dimensions of performance. Achievement-oriented and customer-oriented service, influence, organizational admition, interpersonal understanding and communication, market -ing skills competency of these tasks have a significant impact on performance, but organizat -ional admition, achievement-oriented, knowledge, influence, interpersonal understanding and communication have a significant impact on organizational citizenship behaviors. In addition, this study also import human resource practice as moderate variable analyze the relationship between competency and performance with vertical regression analysis. We can see that training, information sharing and performance praising have significant effect on the relationship between competency and performance.
Finally, the main conclusion of this paper were summarized the theoretical progresses and practical implications of the present study were discussed, as well as the limitations of this study and the directions for future research.
本研究首先对12名绩效优异与一般的营销人员进行了结构化访谈,以了解中国文化背景下营销人员胜任特征的内容。在结构化访谈的基础上,本文对访谈素材进行材料筛选,通过频数统计归纳出一些营销人员的胜任特征。研究结果表明,在中国文化背景下,营销人员的胜任特征包括人际了解与沟通、成就导向、顾客服务导向、组织认同感、营销技巧、业务知识和影响力。
其次在调查问卷的基础上,运用探索性因素分析和验证性因素分析的方法,提出并验证了营销人员的胜任特征模型由人际了解与沟通、成就导向、顾客服务导向、组织认同感、营销技巧、业务知识和影响力7个维度构成,并突出了业务知识和顾客服务导向的重要性,同时我们发现营销人员在性别、年龄、学历、工作年限及职务等方面的胜任特征水平差异是显著的。
然后我们分析了营销人员胜任特征与工作绩效之间的关系,主要运用相关分析和回归分析。我们发现并不是所有的胜任特征都与任务绩效和组织公民行为有显著关系,而是不同维度的胜任特征对不同的绩效维度产生一定的影响。其中成就导向、顾客服务导向、影响力、组织认同感、人际了解与沟通、营销技巧这几个胜任特征对任务绩效产生显著影响,而组织认同感、成就导向、业务知识、影响力、人际了解与沟通对组织公民行为产生显著影响。另外,本研究还运用垂直回归分析的方法检验了在营销人员胜任特征与工作绩效关系之间人力资源策略的缓冲效应。我们可以看到培训、薪酬绩效及信息分享这三个人力资源策略对部分胜任特征与工作绩效的缓冲效应是显著的。
最后,本文总结了研究的主要结论,探讨了本研究取得的进展和研究的现实意义,指出了研究上的不足和有待进一步解决的问题。
In recent years, with the competition in Chinese market, salespersons increasing pay attention to how to encourage competition in an invincible position, to become the industry's elite, and paying attention to enterprises in order to be able to select the criteria or training they need salespersons. Therefore, more and more researchers are increasingly concerned about the marketing personnel with the quality characteristics of the problem, that have made significant progress in the study. However, researching from the point of view on competency is fewer in the past. This article attempts to use the competency study to study the relationship between marketing staff competency and performance.
First of all, to understand the concept and critical incidents of salesmen competency understand the Chinese culture background, semi-structured interviews with the 12 outstanding performance and general marketing persons were conducted.Based on interviews, the study initially came up with the construct of salesmen competency by frequency statistics. The results show that in the context of Chinese culture,salesmen competency including interpersonal understanding and communication, achievement-oriented, customer-oriented services, organizational admit, marketing skills, knowledge and influence.
This was followed explorative factor analysis and confirmative factor analysis were conducted in 128 and 348 qualified samples respectively,The results indicated that in the context of Chinese culture,salesmen competency model composed of interpersonal understand -ing and communication, achievement-oriented, customer-oriented services, organizational admit, marketing skills, knowledge and influence. knowledge and customer service-oriented is most importance ,and we found that salesmen competency had significant variances in individual at the same time.
Then the study explore the relationship between the marketing staff competency and performance.with the use of correlation and regression analysis. We found that not all of the competency and performance of all tasks and organizational citizenship behaviors have a significant relationship, but the different dimensions of the competency did have an impact on the different dimensions of performance. Achievement-oriented and customer-oriented service, influence, organizational admition, interpersonal understanding and communication, market -ing skills competency of these tasks have a significant impact on performance, but organizat -ional admition, achievement-oriented, knowledge, influence, interpersonal understanding and communication have a significant impact on organizational citizenship behaviors. In addition, this study also import human resource practice as moderate variable analyze the relationship between competency and performance with vertical regression analysis. We can see that training, information sharing and performance praising have significant effect on the relationship between competency and performance.
Finally, the main conclusion of this paper were summarized the theoretical progresses and practical implications of the present study were discussed, as well as the limitations of this study and the directions for future research.
引文
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