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Influence des technologies d’aide à la vente sur les performances du commercial : étude des médiateurs interpersonnels et intrapersonnels

Author

Listed:
  • Romain Franck

    (COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne, UJM - Université Jean Monnet - Saint-Étienne)

  • Maud Dampérat

    (UL2 - Université Lumière - Lyon 2, COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne)

Abstract

Cet article étudie l'influence de l'utilisation des technologies d'aide à la vente sur les performances du commercial en B2B, en raison de leur importance grandissante et de leurs effets discutés. Nous examinons les mécanismes médiateurs sous-jacents entre l'utilisation des technologies d'aide à la vente et les résultats pour le commercial (i.e., la satisfaction au travail et les performances du commercial). Sur la base d'un échantillon de 196 commerciaux B2B, nos résultats valident l'existence d'un effet direct entre l'utilisation des technologies d'aide à la vente et les performances du commercial, ainsi que l'existence d'effets indirects (1) via les médiateurs interpersonnels, i.e. successivement le comportement de vente adaptatif et la qualité de la relation, et également (2) via les médiateurs intrapersonnels, i.e. successivement la surcharge du rôle et le risque de burnout du commercial. Les résultats montrent aussi l'influence positive de la satisfaction au travail sur les performances du commercial, et réciproquement.

Suggested Citation

  • Romain Franck & Maud Dampérat, 2022. "Influence des technologies d’aide à la vente sur les performances du commercial : étude des médiateurs interpersonnels et intrapersonnels," Post-Print halshs-04159500, HAL.
    • Handle: RePEc:hal:journl:halshs-04159500
    DOI: 10.1177/07673701221117602
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-04159500
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