چکیده:
هدف: در این پژوهش اثر پیگمالیون مدیران شعب، بر عملکرد فروش کارکنان فروشگاههای هالیدی بررسی شده است. روش: جامعه آماری پژوهش حاضر، کارمندان فروشگاههای هالیدی در سطح شهر تهران است که در مجموع 22 کارمند را شامل میشود و تمامی کارمندان برای نمونه انتخاب شدند. روش این پژوهش، تجربی است (طرح دوگروهی نوع دوم). این پژوهش از یک گروه کنترل و یک گروه آزمایش تشکیل شده است. بر این اساس، کارمندان منتخب شهر تهران، بهطور کاملاً تصادفی، به دو گروه آزمایش و کنترل (11 نفر گروه آزمایش و 11 نفر گروه کنترل) دستهبندی شدند. ابتدا از هر دو گروه، پیشآزمون بهعمل آمد و بعد از آموزش اثر پیگمالیون به مدیران، از هر دو گروه پسآزمون گرفته شد. برای گردآوری اطلاعات از پرسشنامه استاندارد عملکرد فروش والنزوئلا و همکاران (2014) استفاده شد. از نظرهای استادان راهنما، مشاور، صاحبنظران و متخصصان مدیریت نیز برای بررسی و تعیین روایی سؤالها بهره برده شد. پایایی سؤالها با استفاده از آلفای کرونباخ بررسی شد که درصد بالای مقدار آلفا (825/0) گویای پایایی خوب سؤالها بود. آزمون فرضیهها با استفاده از تحلیل کواریانس چندمتغیره (مانکوا) و تکمتغیر (آنکوا) در نرمافزار اسپیاساس انجام شد. یافتهها: نتایج نشان داد که اثر پیگمالیون مدیران شعب مجموعه هالیدی، بر ارتقای عملکرد فروش کارکنان، یعنی ویژگیهای نقش فروشندگی، مهارتهای نیروی فروش، ارزش دوره عمر مشتری و مشتریگرایی، تأثیر مثبت و معناداری دارد. نتیجهگیری: اثر پیگمالیون مدیران رابطه مثبتی با ویژگیهای نقش فروشندگی کارکنان فروش شعب هالیدی داشته است.
Objective: One of the most important factors for employees' success is focusing on the positive outcome of each situation, according to which they increase their trust and commitment. Hence, a person who is positively focused can act very boldly and continue his efforts until he achieves the desired result. The effect of Pygmalion is a psychological principle that is related to the effective management of people; therefore, if employees think that their organization will be successful, they may subconsciously take action on this issue. On the other hand, sales performance and process and its management are one of the most important strategies of any business. As a sales manager, your ability to develop and retain sales representatives is critical to a company's performance and future success. Retaining employees in sales is still an important issue. Also, when salespeople are gaining skills to prepare for and succeed in their role, they are more likely to be job-satisfied and feel that their employer values their work; in fact, these are factors that reduce the likelihood of their willingness to resign. Holliday chain stores as an enterprise are no exception to this rule. For this purpose, in this study, the effect of the Pygmalion on Holliday branch managers on improving the sales performance of employees has been investigated. In other words; in this study, the effect of Pygmalion on branch managers on the sales performance of Holiday Store employees is investigated.Method: Since the purpose of this study is to explain the effect of the Pygmalion on Holliday branch managers on improving employee sales performance. It is a cross-sectional and controlled clinical trial. The statistical population of the present study is 22 employees of a Holiday store in Tehran. Among 22 employees in Tehran, two groups of employees (11 in the experimental group and 11 in the control group) were selected completely randomly for this study. The method of this research is experimental ("two-group-type-two-plan"). The group is taken. The standard sales performance questionnaire of Venezuela et al. (2014) was used to collect data. In this study, the opinions of the supervisor, experts, and management specialists were used to check and determine the validity of the questions, and Cronbach's alpha was used to check the reliability of the questions. A high percentage of the alpha value indicated good reliability of the questions. Hypotheses were tested using multivariate analysis of covariance (MANCOVA) and univariate analysis (ANKWA) using SPSS software.Results: The results showed that the effect of Pygmalion of managers of Holliday branch branches on improving the sales performance of employees (characteristics of sales role, sales force skills, value of customer life cycle and customer orientation) has a positive and significant effect.Conclusion: The Pygmalion effect of managers has had a positive relationship with the characteristics of the sales role of the sales staff of Holiday branches. The effect of Pygmalion on business and manager-employee relations (teacher-student) in order to introduce and remind subordinates of their skills. A manager who knows the skills and talents of his subordinates can help them achieve their goals. This relationship between manager and employee (teacher-student) is an example of the effect of Pygmalion on strengthening and improving the skills of people in business to effectively recognize their skills and use them to achieve their goals. Also, Due to the beta value of this variable, the Pygmalion of managers has a positive relationship with the trend of customer life value trend of sales staff, in other words, the continuous presence of managers in such periods can strengthen the value trend of customers life cycle of sales staff. Individuals' tendencies are formed based on their direct perceptions of the conditions of expectations that others have about them. Perhaps the main reason for the Pygmalion effect is the signs that tendencies are given to others. Interpreting these signs helps people to understand the level of expectation and expectation of others towards themselves. These symptoms may be transmitted through the tone of speech or body language. Hence, the effect of Pygmalion on the tendency and desire to value the customer's lifetime as the manager expects and expects from the sales employee with the understanding of the employees will improve this importance. As a result, it is suggested that by holding courses and group entertainments with the presence of sales staff to identify the hidden or unnoticed talents and skills of employees to achieve this by focusing and promoting these positive skills along the way. Improve employee sales performance Make better changes.