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Cuadernos de Economía y Dirección de la Empresa Volume 11, Issue 34, March 2008, Pages 135-155 open access

Efectos del control del comportamiento en el desempeño del vendedor. La visión del jefe de equipo de ventas P. Canales Ronda *

, I. Küster Boluda **

Show more https://doi.org/10.1016/S1138-5758(08)70056-2

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Open Access funded by Asociación Científica De Economía y Dirección De La Empresa (Acede) Under a Creative Commons license

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.

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.

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Palabras clave Dirección de la fuerza de ventas; control de vendedores; profesionalidad; desempeño

Keywords Salesforce management; salesperson control; salesperson characteristics; performance

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