SATIŞ ELEMANLARININ CİNSİYET KİMLİĞİNİN SATIŞ PERFORMANSI ÜZERİNDEKİ ETKİSİ VE BİYOLOJİK CİNSİYETİN DÜZENLEYİCİ ROLÜ: PERAKENDECİLİK SEKTÖRÜNDE BİR ARAŞTIRMA

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DOI : 10.26449/sssj.1049
Year-Number: 2018-27
Language : null
Konu :
Number of pages: 5983-6001
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Abstract

Satış elemanlarının performansında sadece biyolojik cinsiyetleri değil, aynı zamanda kadınsılık veya erkeksiliği ifade eden cinsiyet kimliği de önemlidir. Literatürde satış elemanlarının performansı üzerinde biyolojik cinsiyetin etkilerini ele alan çalışmaların bulunduğu, ancak satış elemanlarının cinsiyet kimliğinin satış performansı üzerindeki etkisini ve bu etki üzerinde biyolojik cinsiyetin düzenleyici etkisini araştıran çalışmaların oldukça kısıtlı olduğu görülmektedir. Bu çalışmanın amacı, satış elemanlarının cinsiyet kimliğinin satış performansı üzerindeki etkisini ve biyolojik cinsiyetin düzenleyici etkisini araştırmaktır. Araştırma verileri perakende sektöründe çalışan satış elemanlarından yüz yüze anket yönetimiyle toplanmıştır. Elde edilen veriler, doğrulayıcı faktör analiziyle incelenmiş ve daha sonra cinsiyet kimliğinin satış elemanlarının performansı üzerindeki etkisi yapısal eşitlik modellemesiyle değerlendirilmiştir. Analiz sonucunda, satış elemanlarının cinsiyet kimliği rollerinin satış performansını olumlu yönde etkilediği bulunmuştur. Araştırmada ayrıca biyolojik cinsiyet açısından da analiz yapılmıştır. Analiz sonucunda erkeklere göre, kadınsı cinsiyet kimliği satış performansı üzerinde etkili olduğu; kadınlara göre ise erkeksi cinsiyet kimliğinin satış performansı üzerinde etkili olduğu bulunmuştur.

Keywords

Abstract

In the performance of salespersons, not only the biological gender but also the gender identity that expresses femininity or masculinity are also important. In the literature, there are studies investigating the effects of biological gender on the performance of salespersons, but studies on the effect of gender identity on the sales performance of salespeople and the moderating effect of biological gender on this effect are seen to be very limited. The aim of this study is to investigate the effect of gender identity on the sales performance of salespeople and to evaluate the moderating effect of biological gender. Research data were collected from a face-to-face survey from salespersons. The data were analyzed by confirmatory factor analysis and then the effect of gender identity on the performance of salespersons was evaluated by Structural Equation Modeling. As a result of the analysis, it was found that the gender identity roles of the salespeople positively affect the sales performance. In the study, biological gender was also analyzed. According to men, feminine gender identity has an effect on sales performance; according to women, masculine gender identity has an effect on sales performance.

Keywords

Kaynakça

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