Efeitos moderadores do sistema de controle e do estilo de liderança na relação entre comportamento do vendedor e desempenho com vendas

Abstract

In sales activity, the salesperson faces multiple challenges and demands to achieve performance. To align the salesperson goals to organizational goals, organizations deploy sales control systems. This research proposes and tests empirically the moderating role of sales force control system and leadership styles about relationship between salesperson behavior and sales performance. The hypotheses developed consider that the salesperson behavior (learning orientation, performance orientation and effort) impact on performance. The proposed model also considers that relations between the salesperson behavior and performance are moderated by control system, that on the other hand, are moderated by leadership styles (transformational and transactional). Survey was conducted with 184 salesperson of car and motocycles and 62 respective sales manager. Multiple linear regression analysis and multilevel analysis were performed. The results indicate that learning orientation, performance orientation and effort was positively related with sales performance. It was also found that behavior control system increases and outcome control system weakens the relationship between learning orientation and performance. The hypothesis that control system moderates the relationship between performance orientation and performance was not confirmed. The assumption that outcome control system increases and behavior control system weakens the relationship between effort and performance was partially supported, because findings confirm that both types control systems increase the relationship. The results also indicate that transformational or transactional leadership styles have a greater impact on relationship between learning orientation and performance when has behavior control system. Lastly, the findings show that transactional leadership style has a greater impact on relationship between performance orientation and performance when has outcome contros system. To relationship between control system and effort about performance, was not identified moderating effect of leadership styles, however, the additional analysis, it was found that transformational and transactional leaders impact on the relationship between effort and performance.