VỐN XÃ HỘI CỦA NHÂN VIÊN TUYẾN ĐẦU NGÂN HÀNG, HÀNH VI BÁN HÀNG THÍCH ỨNG VÀ HIỆU QUẢ BÁN HÀNG=FRONTLINE BANK STAFF’S SOCIAL CAPITAL, ADAPTIVE SELLING BEHAVIORS AND SALES PERFORMANCE

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Tác giả: Dat Nguyen Duc, Nguyen Van Ha

Ngôn ngữ: vie

Ký hiệu phân loại:

Thông tin xuất bản: Tạp chí Khoa học Kinh tế, 2024

Mô tả vật lý: tr.24-38

Bộ sưu tập: Metadata

ID: 482506

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Trong bối cảnh các điều kiện bán hàng ngày càng trở nên phức tạp, việc hiểu rõ ảnh hưởng của các đặc điểm của nhân viên bán hàng đến hành vi bán hàng thích ứng cũng như hệ quả của bán hàng thích ứng là rất quan trọng. Dựa trên khung lý thuyết về yêu cầu-nguồn lực công việc và mô hình Kích thích-Cơ thể-Phản ứng, bài báo này thiết lập ba mục tiêu chính. Đầu tiên, chúng tôi xem xét tác động của vốn xã hội đến hành vi bán hàng thích ứng của nhân viên ngân hàng tuyến đầu trong một bối cảnh nghiên cứu mà mối quan hệ này vẫn chưa sáng tỏ. Thứ hai, chúng tôi xem xét một số cơ chế trung gian giải thích mối quan hệ này. Thứ ba, hiệu quả của hành vi bán hàng thích ứng được kiểm chứng bằng cách đánh giá tác động đến hiệu suất bán hàng. Dữ liệu được thu thập từ 280 nhân viên tuyến đầu làm việc tại các ngân hàng thương mại Việt Nam bằng cách sử dụng khảo sát thông qua bảng hỏi. Các phân tích thực nghiệm cho thấy vốn xã hội của nhân viên tuyến đầu có liên quan tích cực đến hành vi bán hàng thích ứng, ngoài ra sự phù hợp với vị trí làm việc của người lao động và sự gắn kết trong công việc là những yếu tố trung gian quan trọng giải thích mối liên hệ giữa vốn xã hội và hành vi bán hàng thích ứng. Hơn nữa, mối liên hệ tích cực giữa hành vi bán hàng thích ứng và hiệu suất bán hàng cũng được ghi nhận trong nghiên cứu này. Các kết quả nghiên cứu của chúng tôi cung cấp những hàm ý thực tế quan trọng cho các nhà quản lý ngân hàng.Understanding how salespeople’s characteristics influence their effective selling as well as consequences of adaptive selling are important in managing the salesforce, given the growing complexity of selling settings. Drawing on job demands-resources framework and Stimulus- Organism-Response model, the purpose of this paper is threefold. First, we examine the impact of social capital on the adaptive selling behaviors of frontline bank employees in a relatively under- researched context. Second, several mediating mechanisms underlying this relationship are also explored in this research. Third, the effectiveness of adaptive selling behaviors is revisited by testing its effect on sales performance. Data have been obtained from 280 frontline employees working at Vietnamese commercial banks employing a questionnaire survey. Empirical analyses reveal that employees’ social capital is positively related to adaptive selling behaviors, and that person-job fit and work engagement are significant mediating factors explaining the linkage between social capital and adaptive selling behaviors. Moreover, a positive association between adaptive selling behaviors and sales performance is also documented in this study. Our research findings provide important practical implications for bank managers.

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