IMPACT OF MOTIVATION ON EFFECTIVENESS OF SALES FORCE THROUGH TRAINING: A STUDY OF TELECOMMUNICATION SECTOR. Rajul Dutt* 1

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1 ISSN IJESR/Sept. 2015/ Vol-5/Issue-9/ Rjul Dutt et.l.,/ Interntionl Journl of Engineering & Science Reserch IMPACT OF MOTIVATION ON EFFECTIVENESS OF SALES FORCE THROUGH TRAINING: A STUDY OF TELECOMMUNICATION SECTOR ABSTRACT Rjul Dutt* 1 1 Prof & Director, Fculty of Commerce nd Mngement, Rm University, Hpur, Indi. In the fce of complex performnce environment nd the rpid expnsion of bsic rnge of products nd the need to sell in new wys to new customers plce such burden on the sles force tht their existing knowledge simply my be indequte to perform the tsk efficiently. Improving sles performnce through sles force motivtion is growing issue in telecommuniction sector. Hence by dopting motivtion the uthor conceptulized two dimensions of motivtion strtegy tht re criticl for better performnce. In the model developed, motivtion is n independent vrible, trining s mediting vrible nd sles force performnce s dependent vrible. For this respondents from five telecommuniction compnies hs been studied. Descriptive sttistics is clculted such s correltion, regression, ANOVA. The results show strong reltionship between the dimensions of motivtionl fctors nd trining towrds better performnce of sles force in orgniztions. Keywords: Motivtion, Sles force, Sles performnce, Trining. INTRODUCTION In Tody s dynmic sles environment, the wide rnge of products, the ever chnging technicl environment nd the need to sell in new wys to customers leds to the hrden on sles force in terms of their existing knowledge & skills to perform nd lso to meet new chllenges. Therefore, the orgniztions in order to function effectively must hve n efficient sles force. Hence, it is importnt to=o optimizes the contribution of sles force to the gols of the orgniztion. The importnce of sles trining s centrl role of mngement hs long been recognized nd therefore continul need for the process of development nd trining fulfills n importnt prt of this process nd thus it should be considered s n integrl prt of the process. The recognition of the importnce of trining hs been intensified in recent yers by the orgniztions to meet the competition. For n orgniztions performnce, innovtiveness nd competitiveness, the most importnt feture is its sles force s knowledge nd skills. In the modern world of tody, every orgniztion wnts to be successful s they compete with ech other nd fce different chllenges to chieve their trgets. The globliztion nd technicl dvncement crete more innovtion for chieving the trgets. This ment tht, the orgniztion success is dependent upon the sles people nd becuse of their significnt roles, there is need for sles force motivtions. In the fce of complex performnce environment, there is need to return to the bsics of humn motivtion to understnd tht not only finncil incentives hope to move behviours of sles deprtment nd non finncil incentives re eqully importnt so s to support trinee s growth. Hence motivtion is the key fctor in influencing humn to work better nd increse in motivtion will result in higher productivity nd more profit for orgniztions. LITERATURE REVIEW According to Ying Chu (2004), Trining is plnned ctivity which helps in enhncing skill, knowledge nd consequently results to become competent which is required to work more efficiently. Cooke (2000) mentioned tht efficiency nd effectiveness re bsic elements of performnce long with productivity nd competitiveness tht cn be incresed through trining nd thereby incresing individul s performnce. Bkoshi F.I & Shrry,I.P.(2008), indicted tht orgniztions who give trining to employees re in better position to fce competition nd eventully increses the productivity of the orgniztion then those orgniztion who do not. *Corresponding Author

2 Klu et l (2010) in his reserch mentioned tht working hrder or putting more effort in work is directly correlted with the performnce of the slesperson nd the slesperson believes tht by doing certin mount of work will get him certin mount of rewrd. Amue (2006), the desired rewrd depends upon the ccomplishment of performnce outcome on doing set of tsks. Further, it is dded tht for some individuls promotion is more vlued nd for some monetry rewrds re more vluble which is entirely depend upon the perception of the individuls. Pltos nd Murphy(2010) recognized tht finncil incentives serves s powerful motivtion. Kline & Hsieh(2007) indicted tht slry hs been considered s one of the most importnt determinnt for employee incresed performnce nd is the deciding fctor whether or not to come reltionship between mentoring, coching of employees with the increse in ernings. Bormn & Motswidto(2001) stted tht job performnce cn be defined s employees performing ccording to the requirement of job. Johnson,S.I. &,R.K. (2008), the motivtion of employee increses when rewrds re given to those employees who work efficiently. Hssen(2005), to crete motivtionl tmosphere, it is importnt to hve cler understnding nd knowledge bout motivtionl theories so s to get higher productivity. RESEARCH METHODOLOGY Theoreticl Frmework In the literture review, it hs been observed tht motivtion (i.e Finncil nd non finncil) nd trining hs n impct on Sles force performnce. Orgniztionl performnce nd effectiveness ultimtely depends upon sles force performnce nd trining is tool to improve sles force performnce. The following is theoreticl frmework which hs been developed to depict the reltionship between motivtion nd sles force performnce in the presence of intervening vrible trining. Trining Sles Force Motivtion Finncil Non- Finncil Sles Force Performnce HYPOTHESIS HO - There is no significnt nd positive reltionship between finncil incentives nd performnce. HO 1 There is significnt nd positive reltionship between finncil incentives nd performnce. HO There is no significnt nd positive reltionship between non finncil incentives nd performnce. HO 2 There is significnt nd positive reltionship between non finncil incentives nd performnce. Dt Anlysis Smpling This reserch study ws crried out to find out the impct of motivtion both finncil nd non finncil on sles force performnce s result of trining. For this purpose tele communiction sector ws chosen in Meerut region of Uttr Prdesh, Indi. Simple rndom smpling hs been pplied to gurntee tht specific groups within popultion re dequtely represented in the smple. Smple size nd Dt collection The dt hs been collected through questionnires hving close ended questions bout 200 questionnire were distributed to sles employees of different compnies nd weeks time ws given to fill up the questionnire. The questions were formed by using Likert s scle (1 for strongly disgree ) nd (5 for strongly gree). Out of 200 questionnires distributed in five telecom compnies only. questionnire were returned thus the response rte ws /200*100=60.5 %. Thus the response rte ws 60.5 %. Copyright 2015 Published by IJESR. All rights reserved 1255

3 Relibility Check This study dopted the vlue of Cronbch s coefficient lph for identifying the relibility of the mesurement nd scle items. Relibility cn reflect the internl consistency of the indictors mesuring given fctor. Nunnlly (1978) suggested tht scle cn be considered to hve high relibility if Cronbch s lph is greter thn 0.70 nd should be removed if it ws lower thn Hence, high relibility vlue ensures tht responses re suitble nd uthentic. Also live the response vlue of different respondents is not widely distributed (less vrince & stndrd devition ), the dt nlysis results re lso ssumed to be more ccurte nd relible. Relibility sttistics Cronbch s lph No. of items The dt reflect tht there re three vribles nd show results of respondents hving the vlue of the lph which indictes tht dependent vrible is mediting vrible on the independent vribles. ANALYSIS AND FINDING Anlysis -1 Descriptive Sttistics N Minimum Mximum Men Stndrd devition Motivtion Trining Sfp Vlid N (list cses) Interprettion: The bove dt indictes the dt vlid N used for the non missing vlues. N shows tht there re number of vlues which re vlid in the observtion nd some of totl missing vlues. Minimum vlues shows the reltionship hving smllest vlues, while mximum shows the lrgest overll vlues in the dt. In the bove tble men shows tht dt must be centrlly nd verge nd it represents the sensitivity vlues hving more extreme smll s well s lrge vlues. While S.D indictes the vrince in the dt. In the bove dt the reltionship shows tht N is the totl observtion i.e. dt collected from the respondents. Minimum shows motivtion nd trining shows the reltionship is minimum s compred to Sfp. In the mximum tble the reltionship is blnced in the dt. Men dt indictes tht mximum men is Sfp thn the other two vribles where s S.D in motivtion is high thn others. Anlysis-2 Correltion Trining Person correltion Sig.(2-tiled) N Motivtion Person Correltion Sig.(2-tiled) N Sfp Person Correltion Sig.(2-tiled) N Trining Motivtion Sfp 1 ** A ** correltion is significnt t 0.01 Level (2- tiled) Copyright 2015 Published by IJESR. All rights reserved 1256

4 Interprettion: To mesure strength nd direction in liner reltionship between two vribles is known s correltion i.e. it is the rnge between +1&-1 which indictes tht the reltionship is perfect which cn be either highly negtive or highly positive wheres zero indictes no reltionship in the given dt. In the bove tble N represents the respondents number/ popultion size. It is evident from the tble tht motivtion is strongly relted with trining t nd it mens tht it is highly significnt nd positive. Motivtion lso shows positive reltionship nd more significnt. Anlysis-3 Regression Model R R 2 Adjusted Std.error Durbin Wtson R 2 Of estimte R 2 chnge df1 df2 Sig F Chnge Interprettion: The liner regression is used to predict s to how one vrible is bsed on nother vrible. Since the vlue of P is less thn p<0.0005, it indictes tht performnce is highly significnt i.e. independent vrible. Anlysis-4 ANOVA 6 Model Predictors- trining 1 regression Residul Totl b Dependent vribles:motivtion Coefficients Model 1 constnt Trining Sum of squres df Men squre F Sig Unstndrdized coefficients B Std. error bet Stndrdized coefficients t Sig Interprettion: The ANOVA tble indictes tht regression model is significnt s well becuse vlue of p is less thn nd is highly significnt. Wheres in the coefficient tble, it gives us informtion bout the need to predict motivtion with trining nd thus the bet vlue is clculted t.848 which is highly correlted nd significnt Anlysis-5 Fctor Anlysis Correltion Mtrix Correltion Trining Motivtion Sfp Trining Motivtion Sfp Copyright 2015 Published by IJESR. All rights reserved 1257

5 Interprettion: Fctor nlysis is technique tht require lrge smple size nd it is bsed on correltion mtrix. It lso involves generting one or more unobserved vlue which is highl;y independent. In the bove dt the men is highly significnt nd trining show more correltion with motivtion. FINDINGS AND DISCUSSION () It is evident from the tble- 2 tht motivtion is strongly relted with trining t nd it mens tht it is highly significnt nd positive. Motivtion lso shows positive reltionship nd more significnt. (b) The liner regression in tble-3 is used to predict s to how one vrible is bsed on nother vrible. Since the vlue of P is less thn p<0.0005, it indictes tht performnce is highly significnt i.e. independent vrible. (c) The ANOVA tble-4 indictes tht regression model is significnt s well becuse vlue of p is less thn nd is highly significnt it gives us informtion bout the need to predict motivtion with trining nd thus the bet vlue is clculted t.848 which is highly correlted nd significnt. (d) Fctor nlysis in tble-5 is bsed on correltion mtrix. It lso involves generting one or more unobserved vlue which is highly independent. In the bove dt the men is highly significnt nd trining show more correltion with motivtion. It is ttempted in this pper to bring out some understnding of indictors of sles force performnce through sles force motivtion fctors by understnding how n integrted pproch to motivtion works in terms of socil recognition,self esteem, trditionl incentive nd compenstion strtegies so s to rethought nd implement in wys to improve the performnce of sles force nd helps the orgniztions. Performnce of sles employees indicted significnt reltionship with finncil rewrds s well s non finncil rewrds. According to the results there is positive impct on the performnce of the sles force through trining intervention ie trining nd sles force performnce is linked with the competition nd thus trining provides competitive dvntge in selling. It is rgued tht slespeople should be involved in sles trining nd this will serve s n effective motivting fctor. The result shows s hypothesized, the interply between finncil nd non finncil motivtion, trining nd sles force performnce. IMPLICATIONS This work provides severl insights for sles mngers who wnt to succeed in this dynmic nd complex telecommuniction mrket ie to focus on non finncil incentives s they re eqully importnt s finncil incentives s holistic motivtion strtegy in order to get the work done efficiently nd effectively. Secondly, for better nd improved performnce by the orgniztions sles force, dequte focus should be given on trining s enhncement in selling skills do ply n importnt role in improving the performnce of the sles tem. REFERENCES [1] Amue GJ. Industril Mrketing,1 st ed, Dvid Stone Publishers, [2] Bkoshi FI, Shrry IP. Sles force Motivtions nd Selling Success. Strtegic Business Journl 2008; 20(10): [3] Best AF, Normni BB. The Determinnts of Sles Person Performnce. Journl of Sles Reserch 2008; 26: [4] Cooke FL. Humn Resource Strtegy to Improve Orgnstionl Performnce: A Route for British Firms. Working Pper No-9EWERC, Mnchester School of Mngement, [5] Chudhry A, Mlik MI, Ahmd I. Exmining the Reltionship of Work Life Conflict nd Employee Performnce: A Cse Study of NADRA, Pkistn. Interntionl Journl of Business nd Mngement 2011; 6(10): [6] Geoffery, Jobber D. Selling nd Sles Mngement, 3 rd ed., John Willey & Sons, Inc, New York, [7] Hrtley et.l. The Determinnts of Slesperson Performnce: A Met Anlysis. Journl of Mrketing Reserch 1985; 22: Copyright 2015 Published by IJESR. All rights reserved 1258

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