顾客言语冒犯对销售人员离职倾向的影响研究——上司支持感和心理资本的调节作用

Influence of Customer Verbal Aggression on Sales Staff Turnover Intention——The Moderating Role of Perceived Supervisor Support and Psychological Capital

文章选取江苏地区30家企业363名销售人员为调查对象,运用实证研究方法,探讨顾客言语冒犯对销售人员离职倾向的影响,以及上司支持和心理资本在以上作用关系中的调节作用。采用SPSS17.0和AMOS7.0软件对调查数据进行统计分析,运用层次回归法(HRM)对研究假设及理论模型进行了检验。研究表明:顾客言语冒犯对员工离职倾向有显著的正向预测效应;上司支持感在顾客言语冒犯与销售人员的离职倾向间起调节作用,个体感知到的来自上司的支持感越强,顾客言语冒犯对其离职倾向的影响就越小;营销人员心理资本在顾客言语冒犯与其离职倾向间起调节作用,营销人员心理资本水平越高,顾客言语冒犯对其离职倾向的负向影响就越小。根据研究结论,提出营销人员离职管理建议。

The impact of customer verbal aggression to turnover intention of sales staff is discussed,and how the perceived supervisor support and psychological capital shape the relationship between customer verbal aggression and turnover intention is examined through taking 363 sale staff from 30 enterprises in Jiangsu province as study sample with empirical analysis method. SPSS17.0 and AMOS7.0 software are used to analyze the data,and the model was tested based on the method of hierarchical regression（ HRM）.There are empirical results from the hierarchical multiple regressions. The customer verbal aggression has a significant and positive effect on employees’ turnover intention,and the perceived supervisor supports can adjust the relationship between customer verbal aggression and turnover intention. The feeling of turnover is weaker for employees,when they possess higher level of perceived supervisor support.Furthermore,the psychological capital for marketing personnel plays an adjusting role between the customer verbal offence and turnover intention,and the higher the level of psychological capital,the smaller the negative influence of the customer verbal offence on the turnover intention. According to the research conclusion,the suggestions of marketing staff turnover management are provided in the end.