The Effect of Sales Skills on Salesperson Performance and the Effect of Organization Commitment As a Moderator: A Study of Automobile Assembly in Ethiopia (The Case of Marathon & Belayab Motors)
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Date
2022-07
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Addis Ababa University
Abstract
The aim of this study focused on investigating the effect of sales skill dimensions; specifically, technical, salesmanship, interpersonal and marketing skills; on salesperson performance and to explore the effect of organizational commitment as a moderator in automobile assembly companies (Marathon Motors and Belayab Motors) sales force. This research is performed by using both descriptive and explanatory research design. Questionnaire distributed for 70 respondents (51 salespersons, 6 management members and 13 key customers) of both companies participated in the study and 94.3% of respondents returned. Descriptive and explanatory analysis techniques were utilized to analyze the data collected with questionnaire. The study applied quantitative research approach and Cronbach Alpha was used for reliability test. To test the hypotheses, the collected data was analyzed by descriptive statistics, compare mean analysis, Pearson correlation analysis and multiple hierarchal regression analysis. The results of the study showed that from the dimensions of sales skills, interpersonal skills and technical skills are significant predictors of salespersons performance but interpersonal skill is superior in terms of magnitude of the effect. Nevertheless, findings exhibited that salesmanship and marketing skills do not influence salesperson performance. Likewise, this study designated that organizational commitment of the salespersons has both direct and moderating effect on salesperson performance. Based on these findings, the researcher recommended to improve interpersonal, technical skills and organizational commitment of salespersons to enhance sales performance.
Key Words: Interpersonal skills, Salesmanship skills, Technical skills, Marketing skills, Organizational commitment and Salesperson Performance