34992

Juliano Domingues Silva
Valter Afonso Vieira
Valter da Silva Faia

Revista Brasileira de Marketing

Este artigo busca compreender o efeito moderador do sistema de controle da força de vendas na relação entre os comportamentos do vendedor (locomoção, trabalho inteligente e trabalho duro) e desempenho. Duas perspectivas de sistema de controle são abordadas: resultado e comportamento. Para testar as hipóteses, foi realizada uma pesquisa descritiva do tipo survey, com amostra final por conveniência de 140 vendedores de lojas do varejo de material de construção civil. Os resultados demonstram que altos níveis de sistemas de controle por comportamento enfraquecem o desempenho de vendedores com altos níveis de comportamento de locomoção e de trabalho inteligente e que altos níveis de sistemas de controle por resultado melhoram o desempenho de vendedores com baixo nível de comportamento de trabalho duro e trabalho inteligente. Além disso, os achados evidenciam que o comportamento do vendedor interfere no desempenho, sendo o trabalho duro o mais importante. Os achados indicam que gestores de vendas devem realizar ações para avaliar o comportamento dos vendedores individualmente, adotar sistemas de controles distintos para vendedores diferentes de uma mesma equipe de vendas e, por fim, que vendedores de alta performance transmitam sua expertise para os vendedores ineficientes, por meio da criação de laços formais ou informais.

Desempenho, Marketing, Sistema de Controle, Vendas, Vendedores

SILVA, J. D.; VIEIRA, V. A.; FAIA, V. S. Quando o sistema de controle enfraquece o desempenho com vendas. Revista Brasileira de Marketing, v. 14, n. 1, p. 1-17, 2015.

Silva, J. D., Vieira, V. A., & Faia, V. S. (2015). Quando o sistema de controle enfraquece o desempenho com vendas. Revista Brasileira de Marketing, 14(1), 1-17.

10.5585/remark.v14i1.2816

http://www.spell.org.br/documentos/ver/34992/quando-o-sistema-de-controle-enfraquece-o-desempenho-com-vendas/i/pt-br

Artigo

Português

Ahearne, M.; Lam, S. K.; Hayati, B.; Kraus, F. (2013). Intrafunctional competitive intelligence and sales performance: a social network perspective. Journal of Marketing, 77(5), 37-56

Ahearne, M.; Rapp, A.; Hughes, D. E.; Jindal, R. (2010). Managing sales force product perceptions and control systems in the success of new product introductions. Journal of Marketing Research, 47(4), 764-776.

Aiken, L. S.; West, S. G. (1991). Multiple regression: Testing and interpreting interactions. Sage, New York.

Anderson, E.; Oliver R. L. (1987). Perspectives on behavior-based versus outcome-based salesforce control systems. Journal of Marketing, 51(1), 76-88.

Baldauf, A.; Cravens, D. W. (2002). The effect of moderators on the salesperson behavior performance and salesperson outcome performance and sales organization effectiveness relationships. European Journal of Marketing, 36(11/12), 1367-1388.

Behrman, D. N.; Perreault Jr, W. D. (1982). Measuring the performance of industrial salespersons. Journal of Business Research, 10(3), 355-370.

Bielecki, A.; Albers, S.; Mantrala, M. (2012). Salesperson Efficiency Benchmarking Using Sales Response Data: Who is Working Hard and Working Smart? Arbeitspapiere des Instituts für Betriebswirtschaftslehre, CAU Kiel.

Brown, S. P.; Peterson, R. A. (1994). The effect of effort in sales performance and job satisfaction, Journal of Marketing, 58(2), 70-80.

Challagalla, G. N.; Shervani, T. A. (1996). Dimensions and types of supervisory control: Effects on salesperson performance and satisfaction. Journal of Marketing, 60(1), 89- 105.

Claro, D. P.; Laban Neto, S. A. (2011). Social networks and sales performance. Revista de Administração Contemporânea - RAC, 15(3), 498-512.

Darmon, R. Y.; Martin, X. C. (2011). A new conceptual framework of sales force control systems. Journal of Personal Selling & Sales Management, 31(3), 297-310.

Dyer. L. D.; Parker F. (1975). Classifying Outcomes in work motivation research: An examination of the intrinsic-extrinsic dichotomy. Journal of Applied Psychology, 60(1).455-458.

Evans, K. R.; Landry, T. D.; Li, P.; Zou, S. (2007). How sales controls affect job-related outcomes: the role of organizational sales-related psychological climate perceptions. Journal of the Academy of Marketing Science, 35(3), 445-459.

Fang, E.; Evans, K. R.; Landry, T. D. (2005). Control systems’ effect on attributional processes and sales outcomes: a cybernetic information-processing perspective. Journal of the Academy of Marketing Science, 33(4), 553-574.

Flaherty, K. E.; Pappas, J. M.; Allison, L. (2014). The influence of an optimal control system on salesperson performance and championing. Industrial Marketing Management, 43(2), 304-311.

Gonzalez-Padron, T.; Akdeniz, M. B.; Calantone, R. J. (2014). Benchmarking sales staffing efficiency in dealerships using extended data envelopment analysis. Journal of Business Research, 67(9), 1904-1911.

Hair, J. F. Jr.; Black, W. C.; Babin, B. J.; Anderson, R. E.; Tatham, R. L. (2009). Análise multivariada de dados. 6 ed. Porto Alegre: Bookman.

Holmes, T. L.; Srivastava, R. (2002). Effects of job perceptions on job behaviors: Implications for sales performance. Industrial Marketing Management, 31(1), 421−428.

Jasmand, C.; Blazevic, V.; Ruyter, K. (2012). Generating sales while providing service: a study of customer service representatives’ ambidextrous behavior. Journal of Marketing, 76(1), 20-37

Jaworski, B. J. (1988). Toward a theory of marketing control: environmental context, control types, and consequences. Journal of Marketing, 52(1), 23-39.

Jaworski, B. J.; Stathakopoulos, V.; Krishnan, H. S. (1993). Control combinations in marketing: conceptual framework and empirical evidence. Journal of Marketing, 57(1), 57-69.

Kruglanski, A. W.; Orehek, E.; Higgins, T. E.; Pierro, A.; Shalev, I. (2010). Modes of selfregulation: assessment and locomotion as independent determinants in goal pursuit. In: Hoyle, R. H. (ed.) Handbook of personality and self-regulation. Malden: Blackwell-Wiley.

Kruglanski, A. W.; Thompson, E. P.; Higgins, T. E.; Atash, N.; Pierro, A.; Shah, J. Y.; Spiegel, S. (2000). To ‘do the right thing’ or to ‘just do it’: locomotion and assessment as distinct selfregulatory imperatives. Journal of Personality and Social Psychology, 79(5), 793-815.

Lee, I. G.; Ji, S. G. (2013). A study on the role of locomotion orientation as an antecedent of salespeople’ selling behavior. Asia Marketing Journal. 15(2), 175-194.

Lusch, R. F.; Jaworski, B. J. (1991). Management controls, role stress, and retail store manager performance. Journal of Retailing, 67(4), 397-419.

Marôco, J. (2010). Análise de equações estruturais: fundamentos teóricos, software & aplicações. Pêro Pinheiro: ReportNumber.

Miao C. F.; Evans, K. R. (2013). The interactive effects of sales control systems on salesperson performance: a job demands-resources perspective. Journal of the Academy Marketing Science, 41(1), 73-90.

Miao C. F.; Evans, K. R. (2014). Motivating industrial salesforce with sales control systems: An interactive perspective. Journal of Business Research, 67(6), 1233-1242.

Oliver, R. L.; Anderson E. (1994). An empirical test of the consequences of behavior- and outcome-based sales control systems. Journal of Marketing, 58(1), 53-67.

Oliver, R. L.; Anderson E. (1995). Behavior- and outcome-based sales control systems: Evidence and consequences of pure-form and hybrid governance. Journal of Personal Selling & Sales Management, 15(4), 1-15.

Preacher, K. J.; Rucker, D. D.; Hayes, A. F. (2007). Addressing moderated mediation hypotheses: theory, methods and prescriptions. Multivariate Behavioral Research. 42(1), 185-227.

Rapp, A.; Ahearne, M.; Mathieum, J.; Schillewaert, N. (2006). The impact of knowledge and empowerment on working smart and working hard: The moderating role of experience. International Journal of Research in Marketing, 23(3), 279-293.

Rich, G. A.; Bommer, W. H.; Mackenzie, S. B.; Podsakoff, P. M.; Johnson, J. L. (1999). Apples and apples or apples and oranges?A meta-analysis of objective and subjective measures of salesperson performance. Journal of Personal Selling & Sales Management, 19(4), 41-52.

Rocha, L.; Claro, D. P. (2013). Impacto do marketing de relacionamento sobre a recomendação: evidência do varejo de materiais de construção brasileiro. Revista Brasileira de Marketing - Remark, 12(3), 123-151.

Sujan, H. (1986). An exploratory attributional analysis of salespeople's motivation. Journal of Marketing Research, 23(1), 41-49.

Sujan, H.; Weitz, B. A.; Kumar, N. (1994). Learning orientation, working smart, and effective selling. Journal of Marketing, 58(3), 39-52.

Vieira, V. A.; Pires, D.; Galeano, R. (2013). Determinantes do desempenho das vendas dos vendedores. Revista de Administração de Empresas - RAE, 53(6), 565-579.

Vieira, V. A.; Silva, J. D.; Berbet, S. C.; Faia, V. S. (2015). Impacto do Sistema de Controle sobre a Venda de Novos Produtos. Revista de Administração Contemporânea - RAC, (no prelo).

Weitz, B. A. (1981). Effectiveness in sales interactions: A contingency framework. Journal of Marketing, 45(1), 85-103.

West, S. G.; Aiken, L. S.; Krull, J. L. (1996). Experimental personality designs: analyzing categorical by continuous variable interactions. Journal of Personality, 64(1),