نوع المقالة : Research Paper
المؤلف
وزارة التعليم العالي والبحث العلمي
10.34009/aujeas.2023.182286
الملخص
يهدف البحث الى تحليل طبيعة العلاقة بين مندوبي المبيعات وتنمية دوافع الشراء لدى المستهلكن، ركز البحث على الإجابة على التساؤل ما طبيعة ومستــــوى تأثير مهارات مندوبي التسويق في دوافع الشراء للمســـــتهلك في الشــركة المبحوثة؟ جرى اختيار الشركة العامة لتجارة السيارات والمكائن مجتمعا للبحث ولتحقيق اهداف البحث اقتضى الامر اختيار عينة عمدية تتألف من (35) مدير ومسؤولا في الشركة المبحوثة, ووزعت الاستمارات الخاصة بالبحث، اعتمد البحث المنهج التحليلي الوصفي واستعان ببرنامج التحليل الاحصائي spss v.26 لتحليل البيانات، وقد توصل البحث الى وجود علاقة اثر وارتباط بين مندوبي المبيعات وتنمية دوافع الشراء لدى المستهلكين وانهم يلعبون دورا هاما وحيويا في التأثير على قرارات شراء المستهلكين وقد أوصى البحث بضرورة التركيز على تدريب مندوبي التسويق وتزويدهم بالمهارات اللازمة لتعزيز قدراتهم في التواصل والإقناع لتحقيق تأثير اكبر وبالتالي تحقيق مبيعات اعلى.
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