A Field Study of the Effect of Motivation Factors on Performance of the Salesperson

Abstract

Introduction: – Together with the increasing competition between businesses each day, the sales and marketing process of products and services have become increasingly difficult. For this reason, sales have become a marketing activity with an ever-growing importance to businesses. The performance of salespeople who undertake this challenge on behalf of the business is highly valuable for firms. Many researches have noted that there is a relationship between the performance of salesperson and motivation. The purpose of motivation in sales literature is to direct salespeople to exert more effort in reaching sales-oriented goals and aims. In order to ensure this, many businesses use various motivation tools/factors.

Purpose – The aim of this study is to analyse the effect of motivation factors on performance of salesperson.

Methodology – Quantitative research method was used in the study. A questionnaire was prepared with this aim in mind and administered to 315 employees working as salesperson in Çanakkale and Bursa provinces.

Findings – The findings from the analysis of the data show that the five dimensions namely satisfaction, image, relations, knowledge of product and service and advertisement related to motivation factors have a significant effect on the task performance of the salesperson.

Citation

Eroğlu, U. and Kiray, İ. (2020), "A Field Study of the Effect of Motivation Factors on Performance of the Salesperson", Grima, S., Özen, E. and Boz, H. (Ed.) Contemporary Issues in Business Economics and Finance (Contemporary Studies in Economic and Financial Analysis, Vol. 104), Emerald Publishing Limited, Leeds, pp. 135-150. https://doi.org/10.1108/S1569-375920200000104009