Using Trade Incentives to Promote Customer Relationships in a Retail Setting
Tóm tắt
Suppliers and retailers use a variety of techniques designed to motivate salespeople to engage in specific selling behaviors that will provide results that will assist in achieving either the supplier's or retailer's goals. One method that is commonly applied is the sales incentive. This research examines popular forms of incentives to assess the relationships that exist between the incentives offered and salesperson behaviors. The study also examines the types of incentives commonly used by both suppliers and retailers and salesperson perceptions of these incentives. To accomplish this, 95 salespeople working for a major automotive parts company responded to questions designed to assess their attitudes and behaviors toward incentives. The results provide information which may be valuable to manufacturers, retailers, and academicians as they investigate the use of incentive based compensation programs and sales force behavior.
Tài liệu tham khảo
Alonzo, V. (1999), “Don't Let Them Be Like Mike,” Sales & Marketing Management, Vol. 151, No. 4, April, pp. 22-23.
— (1998), “Motivating Matters. The Case For Trophies,” Sales & Sales Management, Vol. 150, Fall, pp. 34-35.
Banker, R. D., Lee, S.-Y., and Potter, G. (1996), “A Field Study of the Impact of a Performance-Based Incentive Plan,” The Journal of Accounting and Economics, Vol. 21, No. 1, pp. 195-226.
Beltramini, R. F., and Evans, K. R. (1988), “Salesperson Motivation to Perform and Job Satisfaction: A Sales Contest Participant Perspective,” Journal of Personal Selling & Sales Management, Vol. 8, No. 2, August, pp. 35-41.
Bobrow, E. E. (1991), “Reps & Pecognition: Understanding What Motivates,” Sales & Marketing Management, Vol. 143, No. 11, September, pp. 82-86.
Campanelli, M. (1993), “How to Reward All Your Sales Forces,” Sales & Marketing Management, Vol. 145, No. 4, April, pp. 63-67.
Chonko, L. B., Tanner, J. F., Jr., and Weeks, W. A. (1992), “Selling and Sales Management in Action: Reward Preferences of Salespeople,” Journal of Personal Selling & Sales Management, Vol. 12, Summer, pp. 67-75.
Coughlan, A. T., and Narasimhan, C. (1992), “An Empirical Analysis of Sales-Force Compensation Plans,” Journal of Business, Vol. 65, No. 1, pp. 93-121.
Eisman, R. (1993). “Justifying Your Incentive Program,” Sales & Marketing Management, April, pp. 43-45, 48,51,52,92.
Hastings, B., Kiely, J., and Watkins, T. (1988), “Sales Force Motivation Using Travel Incentives: Some Empirical Evidence,” Journal of Personal Selling and Sales Management, Vol. 8, August, pp. 43-50.
Jobber, D., and Lee, R. (1994), “A Comparison of the Perceptions of Sales Managers and Salespeople Toward Sales Force Motivation and Demotivation,” Journal of Marketing Management, Vol. 10, Fall/Winter, pp. 325-332.
John, G., and Weitz, B. (1989), “Salesforce Compensation: An Empirical Investigation of Factors Related to Use of Salary Versus Incentive Compensation,” Journal of Marketing Research, Vol. 26, February, pp. 1-14.
Kelly, B. (1999), “The Prize is Right,” Entrepreneur, Vol. 27, No. 4, April, pp. 22-23.
Kurland, N. B. (1996), “Sales Agents and Clients: Ethics, Incentives, and a Modified Theory of Planned Behavior,” Human Relations, Vol. 49, No. 3, pp. 51-73.
Marchetti, M. (1998), “No Commissions? Are You Crazy?,” Sales & Marketing Management, Vol. 150, No. 5, May, p. 83.
Marchetti, M. (1997), “Developing a Competitive Pay Plan: The Key: Benchmarking Your Reps' Compensation Against Other Industries,” Sales & Marketing Management, Vol. 149, No. 4, April, p. 69.
Murphy, W. H., and Dacin, P. A. (1998), “Sales Contests: A Research Agenda,” Journal of Personal Selling & Sales Management, Vol. 18, No. 1, Winter, pp. 1-16.
Nelson, B. (1996), “Dump the Cash, Load on the Praise,” Personnel Journal, Vol. 75, No. 7, pp. 65-68.
Oliver, J. (1996), “Cash on Delivery,” Management Today, Vol. 19, August, pp. 52-55.
Peppers, D., and Rogers, M. (1999), “The Price of Customer Service,” Sales & Marketing Management, Vol. 151, No. 4, pp. 20-21.
Rasmusson, E. (1997), “Is Greed Good?” Sales and Marketing Management, Vol. 149, No. 5, May, p. 111.
Sales & Marketing Management. (1992). “1991 Compensation and Expenses by Industry,” Vol. 144, No. 7, June, pp. 67-73.
Shipley, D. D., and Kiely, J. A. (1986), “Industrial Sales Force Motivation and Herzberg' Dual Factor Theory: A UK Perspective,” Journal of Personal Selling and Sales Management, Vol. 6, May, pp. 9-16.
Strout, E. (1999), “Just Rewards,” Sales & Marketing Management, Vol. 151, No. 5, May, pp. 37-42.
Wood, N. (1998), “What Motivates Best?” Sales & Sales Management, Vol. 150, No. 9, pp. 71-78.