When the Alignment of Salesforce Control System improves Salespeople’s Self-Efficacy and Sales Efficiency

Informações

Código: MKT1345
Divisão: MKT - Marketing
Tema de Interesse: Tema 06 - Estratégia e Desempenho em Marketing e Vendas

Autores

VALTER AFONSO VIEIRA (Prog de Pós-Grad em Admin - PPA/UEM - Universidade Estadual de Maringá) VALTERAFONSOVIEIRA@GMAIL.COM
Juliano Domingues da Silva (Prog de Pós-Grad em Admin - PPA/UEM - Universidade Estadual de Maringá) jdomingues8@gmail.com
LETICIA FERNANDES DE NEGREIROS (CCSA/UENP) leticia_negreiros@hotmail.com
Valter da Silva Faia (PCO/UEM - Universidade Estadual de Maringá e Prog de Pós-Grad em Admin - PPA/UEM - Universidade Estadual de Maringá) valterfaia@gmail.com

Resumo

Drawing on Control System and Self-Efficacy Theories, the authors advance in previous literature by matching outcome and behavior control system as an alignment strategy. This new alignment by balancing individual’s actions and results regulates the salespeople’s confidence in their ability to successfully execute the sales activities (self-efficacy) that impact on sales performance. In this research, we develop a framework to examine how the control system’s alignment drives salespeople’s self-efficacy and sales efficiency. By using data collected with 131 salespeople, the results from our analysis revealed that the alignment between behavior-based and outcome-based control system drives salespeople’s self-efficacy (H1) and sales efficiency (H2). Second, the alignment between both control systems increases salespeople’s self-efficacy, which in turn influences sales efficiency, supporting a mediating effect (H3). Implications for both theory and practice are discussed.

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