上下级关系对销售人员价值观的影响机制——基于信任理论的视角

A Study of Influence Mechanism of Supervisor-subordinate Guanxi on Value of Sales Force——Based on Theory of Trust Perspective

近年来,销售人员价值观的塑造和培养受到了广泛关注。基于信任理论视角,就上下级关系对学习导向和顾客导向两种价值观的影响机制进行实证分析发现,上下级关系与学习导向、顾客导向显著正相关,即销售主管与销售人员上下级关系质量越高,销售人员学习导向和顾客导向越强;上下级关系与销售人员对上司的信任显著正相关,即销售人员对上司的信任程度越高,其学习导向和顾客导向越强;信任在上下级关系与销售人员学习导向以及上下级关系与销售人员顾客导向之间起完全中介作用。因此,大数据背景下,为更好地进行销售人员管理,销售主管需要通过构建高质量的上下级关系,激发销售管理人员对上司的信任感,塑造销售人员的顾客导向与学习导向价值观,为下属提供学习的机会以及根据顾客需求调整销售策略的创新空间。

In recent years,lots of attention has been paid on shaping and nurturing value of sales force. This study is based on the theory of trust,studying the influence mechanism of how Supervisor-subordinate Guanxi impact the learning orientation and customer orientation values. Based on the analysis of 135 samples,the empirical results of this study show that：（1） Supervisor-subordinate Guanxi is positively related to sales people’s learning-oriented and customer-oriented;（2）Supervisor-subordinate Guanxi is positively related to trust towards the leader of sales people ;（3）trust does not only fully mediate the relationship between the Supervisor-subordinate Guanxi and learning orientation,but also mediate the relationship between Supervisor-subordinate Guanxi and customer orientation. The result implies that sales directors need to build high-quality Superior-subordinate Guanxi,and stimulate sales manager’s trust towards their superiors,in order to shape sales force customer orientation and learning orientation values.