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Vol. 11. Núm. 34.
Páginas 135-155 (Marzo 2008)
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Vol. 11. Núm. 34.
Páginas 135-155 (Marzo 2008)
DOI: 10.1016/S1138-5758(08)70056-2
Open Access
Efectos del control del comportamiento en el desempeño del vendedor. La visión del jefe de equipo de ventas
Visitas
...
P. Canales Ronda
, I. Küster Boluda**
* Coordinador de la Diplomatura en Turismo del Centro Universitario ESTEMA (adscrito a la U.M.H.) y profesor asociado de la Universitat de Valencia, Departamento de Comercialización e Investigación de Mercados, Avda. Tarongers s/n, 46022 Valencia. Tfno. 963 828 312. Fax 963 828 333
** Profesora Titular de la Universitat de Valencia, Departamento de Comercialización e Investigación de Mercados,Avda. Tarongers s/n, 46022 Valencia. Tfno. 963 828 312. Fax 963 828 333
Información del artículo
Resumen

El control de la fuerza de ventas se ha venido realizando habitualmente en base a los resultados que estos obtienen en el desarrollo de sus actividades. No obstante, la aplicación del enfoque relacional en el ámbito del marketing implica la realización de un control sobre el comportamiento del vendedor. El presente artículo analiza este tipo de control y su efecto sobre la profesionalidad y el desempeño de los vendedores desde la visión del jefe de equipo de ventas. Así, se ha recurrido a los modelos de ecuaciones estructurales, más específicamente se emplea el PLS a fin de analizar las características psicométricas de las escalas y las relaciones entre los conceptos planteados.

Palabras clave:
Dirección de la fuerza de ventas
control de vendedores
profesionalidad
desempeño
Abstract

Traditionally the control based on saleforce results has been more used than the control based on behaviour. Although this, during the last decades the relational approach in the sales field has involved the control on salesperson behaviour's aspects. The present paper analyses this type of control and its effects on professionalism and performance; all of this with the sales field supervisor perspective. A structural equation modelling, specifically partial least squares (PLS) is used to analyse the pschycometric characteristics of the scales and the relationships among the variables.

Keywords:
Salesforce management
salesperson control
salesperson characteristics
performance
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