Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Effects of Supervisors on Goal Orientations and Sales Performance of Department Store Salespeople

백화점 판매원의 목표지향성과 성과에 미치는 판매관리자의 영향: 패션제품 판매원을 중심으로

  • 박경애 (영남대학교 생활과학대학 의류학과) ;
  • 허순임 (영남대학교 생활과학대학 의류학과) ;
  • 사공수연 (영남대학교 생활과학대학 의류학과) ;
  • 신수임 (영남대학교 생활과학대학 의류학과)
  • Published : 2000.01.01
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Abstract

This study investigated the effects of sales supervisors on salespeople's goal orientations and sales performance in fashion retail setting. Specifically, it examined: 1) the differences in salespeople's goal orientations by salespeople characteristics; 2) the effects of supervisor's behavioral orientations on goal orientations of salespeople; and 3) the effects of salespeople's goal orientations on performance. A total of 343 questionnaires collected from salespeople in various apparel and accessory selling departments at four department stores in Korean were analyzed. Variables included supervisor's behavioral orientations(end-results, activity and capability), salespeople's goal orientations(learning and performance), sales performance and salespeople characteristics. MANOVA revealed that three was no difference in goal orientations by salespeople characteristics except by selling department. Multiple regression analysis revealed that supervisor's end-result orientation affected salespeople's learning orientation and performance orientation while activity and capability orientations did not. The study suggests that for long-term performance supervisors and retail organizations need to develop various supervisory behaviors, stimulate learning demands of salespeople, and provide training programs to achieve the learning goal.

Keywords

References

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