Impactos do Relacionamento Consumidor-Marca no Desempenho de Vendedores no Varejo

ID:
52835
Resumo:
Em mercados competitivos com diversas opções de marcas, buscar um diferencial tem sido uma tarefa recorrente das empresas atualmente. Neste sentido, pessoas passaram a ser um ativo importante na empresa, e vários estudos focaram no relacionamento dos consumidores com as marcas. Mas, poucos estudos foram investigar outros tipos de relacionamentos com a marca, como, por exemplo, o do vendedor neste cenário, e como este relacionamento pode impactar no desempenho de vendas. Esta pesquisa tem como objetivo entender os antecedentes do desempenho de vendedores do varejo. Este trabalho integra de forma inédita os conceitos de e Salesperson–Brand Relationship (SBR) e Salesperson-Brand Attachment (SBA). Para isso, foi realizada uma survey com 206 vendedores. Trata-se de uma das primeiras pesquisas que busca desenvolver um modelo integrativo do relacionamento vendedor-marca e suas consequências. O trabalho demonstra relações significativas entre SBR e SBA, da satisfação no trabalho e do comprometimento no desempenho de vendedores. Os principais resultados apontam que o relacionamento vendedor-marca impacta o desempenho de vendedores no pequeno varejo, uma vez que resultados comprovam que as relações do vendedor com a marca têm papel relevante no seu desempenho, comprometimento, esforço e na satisfação com o trabalho. Conforme os resultados da pesquisa, empresas que desejam desempenho de vendas no varejo devem construir “Apego à Marca” em sua equipe de vendedores, de modo a impulsionar satisfação no trabalho e comprometimento.
Citação ABNT:
GONÇALVES FILHO, C.; NIZZA JÚNIOR, C. L.; CHINELATO, F. B. Impactos do Relacionamento Consumidor-Marca no Desempenho de Vendedores no Varejo. Revista de Administração da UFSM, v. 11, n. 5, p. 1279-1304, 2018.
Citação APA:
Gonçalves Filho, C., Nizza Júnior, C. L., & Chinelato, F. B. (2018). Impactos do Relacionamento Consumidor-Marca no Desempenho de Vendedores no Varejo. Revista de Administração da UFSM, 11(5), 1279-1304.
DOI:
10.5902/ 19834659 33265
Link Permanente:
http://www.spell.org.br/documentos/ver/52835/impactos-do-relacionamento-consumidor-marca-no-desempenho-de-vendedores-no-varejo/i/pt-br
Tipo de documento:
Artigo
Idioma:
Português
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