33683

Paulo Henrique Donassolo
Celso Augusto de Matos

Revista Brasileira de Gestão de Negócios

A compreensão sobre os fatores que influenciam o desempenho do vendedor e de como eles variam, em diferentes contextos, é fundamental tanto para os gestores quanto para os pesquisadores em vendas e marketing. Diversos estudos buscam identificar quais são os fatores que mais influenciam o desempenho do vendedor. A importância desses fatores pode variar de acordo com o tipo do produto e do contexto em que as vendas são realizadas. Este trabalho tem por objetivo testar um modelo que consolida diversos fatores influenciadores do desempenho do vendedor. Para atingir seus objetivos, este estudo revisa diversos modelos validados em outros contextos de vendas e realiza a escolha de um deles para, posteriormente, testá-lo por meio de uma pesquisa descritiva, baseada em uma survey realizada com 301 vendedores externos vinculados a empresas atacadistas localizadas em diversos estados do Brasil. Os resultados obtidos na pesquisa indicam a adequação do modelo testado, com bons índices de ajustamento. A relação entre Autoeficácia, Esforço e Desempenho foi confirmada, e demonstrou ser o principal caminho que influencia o Desempenho. As implicações dessas análises, tanto acadêmicas quanto gerenciais, são discutidas e apresentadas no presente trabalho.

Atacado, Desempenho, Survey, Vendas, Vendedores

DONASSOLO, P. H.; MATOS, C. A. Os fatores preditores do desempenho de vendas: um estudo com vendedores atacadistas. Revista Brasileira de Gestão de Negócios, v. 16, n. 52, p. 448-465, 2014.

Donassolo, P. H., & Matos, C. A. (2014). Os fatores preditores do desempenho de vendas: um estudo com vendedores atacadistas. Revista Brasileira de Gestão de Negócios, 16(52), 448-465.

10.7819/rbgn.v16i52.1686

http://www.spell.org.br/documentos/ver/33683/os-fatores-preditores-do-desempenho-de-vendas--um-estudo-com-vendedores-atacadistas/i/pt-br

Artigo

Português

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