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Duygusal Zekanin Musteri Odaklilik ve Satis Performansi Uzerine Etkisini Belirlemeye Yonelik Bir Arastirma

Author

Listed:
  • Inci VARINLI

    (Bozok Universitesi Iktisadi ve Idari Bilimler Fakultesi)

  • Eyyup YARAS

    (Aksaray universitesi Iktisadi ve Idari Bilimler Fakultesi)

  • Ahmet BASALP

    (Erciyes Universitesi)

Abstract

Arastirmanin temel amaci, duygusal zekanin satis elamanlarinin musteri odakli olup olmamalari uzerine etkisi ve bunun da satis performansi uzerindeki etkisini belirlemektir. Calismada bu amaca ulasmak icin bir arastirma modeli ve hipotezler gelistirilmis, gelistirilen model ve hipotezler yerli ve yabanci ilac sirketlerinin satis elamanlarindan olusan 284 kisilik bir ornek uzerinde test edilmistir. Modelin ve hipotezlerin testinde Yapisal Esitlik Modeli ve ANOVA’dan yararlanilmistir. Yapilan calisma sonucunda, duygusal zekanin cok boyutlu yapisi ortaya konmus, ayrica, duygusal zekanin musteri odaklilik ve satis performansi uzerinde onemli bir etkisi oldugu gorulmustur. Ayrica, musteri odakliligin da satis performansi ile iliskili oldugu gorulmustur. Elde edilen sonuclar, tablo ve sekiller araciligiyla ayrintilariyla sunulmustur.

Suggested Citation

  • Inci VARINLI & Eyyup YARAS & Ahmet BASALP, 2009. "Duygusal Zekanin Musteri Odaklilik ve Satis Performansi Uzerine Etkisini Belirlemeye Yonelik Bir Arastirma," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 9(1), pages 113-130.
    • Handle: RePEc:ege:journl:v:9:y:2009:i:1:p:113-130
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    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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