بررسی تاثیر شایستگی های فروشندگان فروشگاه بر رضایت مشتریان با توجه به نقش تعدیل گری شلوغی فروشگاه (مورد مطالعه: فروشگاه های هایپرمی استان مازندران)
الموضوعات :
1 - کارشناسی ارشد، گروه مدیریت، موسسه آموزش عالی طبرستان، چالوس، ایران
الکلمات المفتاحية: شایستگی وظیفه ای شایستگی تعاملی شایستگی میان فردی شایستگی حرفه ای شلوغی فروشگاه ,
ملخص المقالة :
هدف اصلی تحقیق حاضر بررسی تاثیر شایستگی های فروشندگان فروشگاه بر رضایت مشتریان با توجه به نقش تعدیل گری شلوغی فروشگاه در بین مشتریان فروشگاه های هایپرمی استان مازندران می باشد. روش تحقیق حاضر در این مطالعه توصیفی- پیمایشی بوده و از لحاظ هدف کاربردی می باشد. جامعه آماری تحقیق حاضر را مشتریان حقیقی فروشگاه های هایپرمی استان مازندران تشکیل داده اند که یک جامعه بزرگ و نامحدود می باشد لذا به کمک جدول مورگان و با استفاده از روش نمونه گیری تصادفی در دسترس 385 پرسشنامه توزیع گردید. برای تجزیه و تحلیل داده ها، از تحلیل عامل تاییدی، آلفای کرونباخ و در نهایت معادلات ساختاری با استفاده از نرم افزار اسمارت پی ال اس استفاده شد. یافته های تحقیق حاکی از آن است که شایستگی های فروشندگان (شایستگی وظیفه ای، شایستگی تعاملی، شایستگی میان فردی و شایستگی حرفه ای) بر رضایت مشتریان تاثیر مثبت و معنی داری دارد و در این بین تاثیر شایستگی وظیفه ای از مابقی بیشتر می باشد. همچنین نتیجه این تحقیق نشان داد زمانی که شلوغی فروشگاه افزایش می یابد تاثیر شایستگی حرفه ای و شایستگی تعاملی بیشتر شده و اهمیت بیشتری پیدا می کنند.
المصادر:
1.
Taghipourian, M. J & Khazaeipol, A. (2011). Investigating the impact of physical evidence
and employee competence on customer satisfaction, attraction and retention in banking services
marketing (Fourth International Banking Services Marketing Conference), Financial Services
Marketing Center. (in Persian)
2.
Panahi, S. M. Pourkarimi, J. & Ramadan, M. (2017). Presenting the model of professional
competence of research managers in research-oriented organizations, Organizational Resource
Management Research, 1 (8), 23-46. (in Persian)
3.
Ha, Y., & Lee, Y. (2016). Effects of Spatial Crowding on Store Loyalty: Roles of Store
Size. Univers. J. Psychol, 4(3), 123-131.
4.
Kermani, B. Darvish, H. Sarlak, M. A. & Kolivand, P. (2016). Designing a competency
model for hospital managers, Journal of Health Promotion Management, 2 (7). (in persian)
5.
Andersson, P. K., Gustafsson, A., Kristensson, P., & Wästlund, E. (2016). The effect of
frontline employees’ personal self-disclosure on consumers’ encounter experience. Journal of
Retailing and Consumer Services, 30, 40-49.
6.
Lucia-Palacios, L., Pérez-López, R., & Polo-Redondo, Y. (2020). How situational
circumstances modify the effects of frontline employees’ competences on customer satisfaction
with the store. Journal of Retailing and Consumer Services, 52, 101905.
7.
Rosmika, T. E., & Nurhaida, T. (2017). Employee Competence and Culture Set to
Customer Satisfaction with Service Quality as Intervening Variable of PT. Bank Rakyat Indonesia
(Persero) Tbk Medan. Journal of Education and Practice, 8(36), 45-53.
8.
Mengesha, A. H. (2021). Effects of Employee's Competencies on Customer Satisfaction:
Study on Private Sector in Eastern Ethiopia (No. 2021-37-07).
9.
Wu, Y. C., Tsai, C. S., Hsiung, H. W., & Chen, K. Y. (2015). Linkage between frontline
employee service competence scale and customer perceptions of service quality. Journal of
Services Marketing, 29(3), 224-234
10.
Lucia-Palacios, L., Pérez-López, R., & Polo-Redondo, Y. (2018). Can social support
alleviate stress while shopping in crowded retail environments?. Journal of Business Research, 90,
141-150.
11.
Pourkarimi, J. Azizi, M. Farzaneh, M. & Kurdi, E. (2014). Professional competences of
managers of educational departments of Tehran University: an analysis of the gap between the
current and desired situation, Educational Management Innovations Quarterly, 11 (1).(in persian)
12.
Maiyaki, A. A., & Mohd Mokhtar, S. S. (2011). Determinants of customer behavioural
responses: A pilot study. International Business Research, 4(1), 193-197 .
13.
Basir, M. S., Ahmad, S. Z., & Kitchen, P. J. (2010). The Relationship between sales skills
and salesperson performance: an empirical study in the Malaysia Telecommunications Company.
International Journal of Management and Marketing Research, 3(1), 51-73.
14. - Rentz, J. O., Shepherd, C. D., Tashchian, A., Dabholkar, P. A., & Ladd, R. T. (2002). A
measure of selling skill: Scale development and validation. Journal of Personal Selling & Sales
Management, 22(1), 13-21.
15.
Lindh, W. Q., Pooler, M., Tamparo, C. D., Dahl, B. M., & Morris, J. (2013). Delmar's
comprehensive medical assisting: administrative and clinical competencies. Cengage Learning.
16.
Aquilar, F., & Galluccio, M. (Eds.). (2010). Psychological and political strategies for peace
negotiation: A cognitive approach. Springer Science & Business Media.
56
17.
39
58
:
2
1
هرود
__________________________________
راک و بسک رد
ی
دربهار تاعلاطم
هرامش ،
Gheder Khaljani, J. & Samimi, M. (2013). Classification of key competencies of product
development team employees based on literature review, Scientific-Promotion Quarterly of
Standard and Quality Management, Year 4, Number 2, 13 consecutive.
18.
Tripathi,
K.,
& Agrawal, M. (2014). Competency based management in
organizational. Global Journal of Finance and Management, 6(4), 349-356.
19.
Delcourt, C., Gremler, D. D., De Zanet, F., & van Riel, A. C. (2017). An analysis of the
interaction effect between employee technical and emotional competencies in emotionally charged
service encounters. Journal of Service Management.
20.
Pourezzat, A. A. Fathi, F. Abbasi, T. & Amiri Sawad Roudbari, A. (2016). Scientific and
Research Quarterly, National Defense Strategic Management Studies, 1 (1), 110-139. (in Persian)
21.
Theelen, H., Van den Beemt, A., & den Brok, P. (2019). Classroom simulations in teacher
education to support preservice teachers’ interpersonal competence: A systematic literature
review. Computers & Education, 129, 14-26.
22.
Damghanian, H. Rastgar, A. A. & Yazdani Ziarat, M. (2017). Designing and explaining
the competency model in organizational interpersonal communication. Management Studies
(Improvement and Transformation), 27(88), 143-174.
23. - Giromini, L., de Campora, G., Brusadelli, E., D’Onofrio, E., Zennaro, A., Zavattini, G.
C., & Lang, M. (2016). Validity and reliability of the interpersonal competence questionnaire:
Empirical evidence from an Italian study. Journal of Psychopathology and Behavioral Assessment,
38(1), 113-123.
24.
Karimian, H. Arasteh, H. Behrangi, M. R. & Zainabadi, H. R. (2017). Designing and
explaining the framework of professional competencies of elementary student teachers of
Farhangian University, Education Strategies in Medical Sciences, Volume 11, Number 5. (in
Persian)
25.
Tahmasabzadeh Sheikhlar, D. Esmi, K. Hosseinnejad, A. & Qolipour, S. (2016). The extent
to which student teachers of Farhangian University have the components of teachers' professional
competence. Teacher's Professional Development, 2(3), 1-20 (in Persian)
26.
Mihaela, P. L. (2015). Dimensions of teaching staff professional competences. Procedia
Social and Behavioral Sciences, 180, 924-929.
27.
Heydari, Hamed and Musa Khani, Morteza (2014). Development of the model of factors
affecting customer satisfaction in traditional and electronic banking, scientific-research quarterly
of modern marketing research, fifth year, first issue, serial number (16), pp. 218-201. (in Persian)
28.
Nazimi, S., Saadat Yar, F. (2012). The role of reputation and innovation variables on the
loyalty of restaurant customers considering the mediating role of satisfaction and perceived value.
Tourism Management Studies, 8(22), 51-72. (in Persian)
29.
Niazi Damghi, S. (2015). Investigating the impact of store atmosphere and perceived value
on customers' behavioral intentions with the mediating role of customer satisfaction (Case study:
Afogh Korosh chain stores). Master's thesis in the field of executive management. (in Persian)
30.
Andrews, M., Luo, X., Fang, Z., & Ghose, A. (2016). Mobile ad effectiveness: Hyper
contextual targeting with crowdedness. Marketing Science, 35(2), 218-233.
31.
Xu, J., Shen, H., & Wyer Jr, R. S. (2012). Does the distance between us matter? Influences
of physical proximity to others on consumer choice. Journal of Consumer Psychology, 22(3), 418
423.
32.
Mehta, R. (2013). Understanding perceived retail crowding: A critical review and research
agenda. Journal of Retailing and Consumer Services, 20(6), 642-649.
57
33.
39
58
:
2
1
هرود
__________________________________
راک و بسک رد
ی
دربهار تاعلاطم
هرامش ،
Baker, J., & Wakefield, K. L. (2012). How consumer shopping orientation influences
perceived crowding, excitement, and stress at the mall. Journal of the Academy of Marketing
Science, 40(6), 791-806.
34.
Derakhshan, M. & Zandi, K. (2017). Designing a competency model for managers of
educational groups, management and planning in educational systems, 11(2), 102-126. (in Persian)
1.
Taghipourian, M. J & Khazaeipol, A. (2011). Investigating the impact of physical evidence
and employee competence on customer satisfaction, attraction and retention in banking services
marketing (Fourth International Banking Services Marketing Conference), Financial Services
Marketing Center. (in Persian)
2.
Panahi, S. M. Pourkarimi, J. & Ramadan, M. (2017). Presenting the model of professional
competence of research managers in research-oriented organizations, Organizational Resource
Management Research, 1 (8), 23-46. (in Persian)
3.
Ha, Y., & Lee, Y. (2016). Effects of Spatial Crowding on Store Loyalty: Roles of Store
Size. Univers. J. Psychol, 4(3), 123-131.
4.
Kermani, B. Darvish, H. Sarlak, M. A. & Kolivand, P. (2016). Designing a competency
model for hospital managers, Journal of Health Promotion Management, 2 (7). (in persian)
5.
Andersson, P. K., Gustafsson, A., Kristensson, P., & Wästlund, E. (2016). The effect of
frontline employees’ personal self-disclosure on consumers’ encounter experience. Journal of
Retailing and Consumer Services, 30, 40-49.
6.
Lucia-Palacios, L., Pérez-López, R., & Polo-Redondo, Y. (2020). How situational
circumstances modify the effects of frontline employees’ competences on customer satisfaction
with the store. Journal of Retailing and Consumer Services, 52, 101905.
7.
Rosmika, T. E., & Nurhaida, T. (2017). Employee Competence and Culture Set to
Customer Satisfaction with Service Quality as Intervening Variable of PT. Bank Rakyat Indonesia
(Persero) Tbk Medan. Journal of Education and Practice, 8(36), 45-53.
8.
Mengesha, A. H. (2021). Effects of Employee's Competencies on Customer Satisfaction:
Study on Private Sector in Eastern Ethiopia (No. 2021-37-07).
9.
Wu, Y. C., Tsai, C. S., Hsiung, H. W., & Chen, K. Y. (2015). Linkage between frontline
employee service competence scale and customer perceptions of service quality. Journal of
Services Marketing, 29(3), 224-234
10.
Lucia-Palacios, L., Pérez-López, R., & Polo-Redondo, Y. (2018). Can social support
alleviate stress while shopping in crowded retail environments?. Journal of Business Research, 90,
141-150.
11.
Pourkarimi, J. Azizi, M. Farzaneh, M. & Kurdi, E. (2014). Professional competences of
managers of educational departments of Tehran University: an analysis of the gap between the
current and desired situation, Educational Management Innovations Quarterly, 11 (1).(in persian)
12.
Maiyaki, A. A., & Mohd Mokhtar, S. S. (2011). Determinants of customer behavioural
responses: A pilot study. International Business Research, 4(1), 193-197 .
13.
Basir, M. S., Ahmad, S. Z., & Kitchen, P. J. (2010). The Relationship between sales skills
and salesperson performance: an empirical study in the Malaysia Telecommunications Company.
International Journal of Management and Marketing Research, 3(1), 51-73.
14. - Rentz, J. O., Shepherd, C. D., Tashchian, A., Dabholkar, P. A., & Ladd, R. T. (2002). A
measure of selling skill: Scale development and validation. Journal of Personal Selling & Sales
Management, 22(1), 13-21.
15.
Lindh, W. Q., Pooler, M., Tamparo, C. D., Dahl, B. M., & Morris, J. (2013). Delmar's
comprehensive medical assisting: administrative and clinical competencies. Cengage Learning.
16.
Aquilar, F., & Galluccio, M. (Eds.). (2010). Psychological and political strategies for peace
negotiation: A cognitive approach. Springer Science & Business Media.
56
17.
39
58
:
2
1
هرود
__________________________________
راک و بسک رد
ی
دربهار تاعلاطم
هرامش ،
Gheder Khaljani, J. & Samimi, M. (2013). Classification of key competencies of product
development team employees based on literature review, Scientific-Promotion Quarterly of
Standard and Quality Management, Year 4, Number 2, 13 consecutive.
18.
Tripathi,
K.,
& Agrawal, M. (2014). Competency based management in
organizational. Global Journal of Finance and Management, 6(4), 349-356.
19.
Delcourt, C., Gremler, D. D., De Zanet, F., & van Riel, A. C. (2017). An analysis of the
interaction effect between employee technical and emotional competencies in emotionally charged
service encounters. Journal of Service Management.
20.
Pourezzat, A. A. Fathi, F. Abbasi, T. & Amiri Sawad Roudbari, A. (2016). Scientific and
Research Quarterly, National Defense Strategic Management Studies, 1 (1), 110-139. (in Persian)
21.
Theelen, H., Van den Beemt, A., & den Brok, P. (2019). Classroom simulations in teacher
education to support preservice teachers’ interpersonal competence: A systematic literature
review. Computers & Education, 129, 14-26.
22.
Damghanian, H. Rastgar, A. A. & Yazdani Ziarat, M. (2017). Designing and explaining
the competency model in organizational interpersonal communication. Management Studies
(Improvement and Transformation), 27(88), 143-174.
23. - Giromini, L., de Campora, G., Brusadelli, E., D’Onofrio, E., Zennaro, A., Zavattini, G.
C., & Lang, M. (2016). Validity and reliability of the interpersonal competence questionnaire:
Empirical evidence from an Italian study. Journal of Psychopathology and Behavioral Assessment,
38(1), 113-123.
24.
Karimian, H. Arasteh, H. Behrangi, M. R. & Zainabadi, H. R. (2017). Designing and
explaining the framework of professional competencies of elementary student teachers of
Farhangian University, Education Strategies in Medical Sciences, Volume 11, Number 5. (in
Persian)
25.
Tahmasabzadeh Sheikhlar, D. Esmi, K. Hosseinnejad, A. & Qolipour, S. (2016). The extent
to which student teachers of Farhangian University have the components of teachers' professional
competence. Teacher's Professional Development, 2(3), 1-20 (in Persian)
26.
Mihaela, P. L. (2015). Dimensions of teaching staff professional competences. Procedia
Social and Behavioral Sciences, 180, 924-929.
27.
Heydari, Hamed and Musa Khani, Morteza (2014). Development of the model of factors
affecting customer satisfaction in traditional and electronic banking, scientific-research quarterly
of modern marketing research, fifth year, first issue, serial number (16), pp. 218-201. (in Persian)
28.
Nazimi, S., Saadat Yar, F. (2012). The role of reputation and innovation variables on the
loyalty of restaurant customers considering the mediating role of satisfaction and perceived value.
Tourism Management Studies, 8(22), 51-72. (in Persian)
29.
Niazi Damghi, S. (2015). Investigating the impact of store atmosphere and perceived value
on customers' behavioral intentions with the mediating role of customer satisfaction (Case study:
Afogh Korosh chain stores). Master's thesis in the field of executive management. (in Persian)
30.
Andrews, M., Luo, X., Fang, Z., & Ghose, A. (2016). Mobile ad effectiveness: Hyper
contextual targeting with crowdedness. Marketing Science, 35(2), 218-233.
31.
Xu, J., Shen, H., & Wyer Jr, R. S. (2012). Does the distance between us matter? Influences
of physical proximity to others on consumer choice. Journal of Consumer Psychology, 22(3), 418
423.
32.
Mehta, R. (2013). Understanding perceived retail crowding: A critical review and research
agenda. Journal of Retailing and Consumer Services, 20(6), 642-649.
57
33.
39
58
:
2
1
هرود
__________________________________
راک و بسک رد
ی
دربهار تاعلاطم
هرامش ،
Baker, J., & Wakefield, K. L. (2012). How consumer shopping orientation influences
perceived crowding, excitement, and stress at the mall. Journal of the Academy of Marketing
Science, 40(6), 791-806.
34.
Derakhshan, M. & Zandi, K. (2017). Designing a competency model for managers of
educational groups, management and planning in educational systems, 11(2), 102-126. (in Persian)
