房地产销售人员心理资本与工作绩效关系研究

发布时间：2018-01-21 06:42

  本文关键词： 心理资本 工作绩效 房地产销售人员 回归分析　出处：《扬州大学》2017年硕士论文　论文类型：学位论文

【摘要】：房地产业是我国国民经济支柱性产业之一,房地产销售环节是房地产公司盈利的主要来源。房地产销售人员与客户直接接触,引导客户消费,以实现销售目标,在销售过程中起着传递和沟通信息的重要作用。但随着房地产销售市场的竞争日益激烈和房地产相关限制性政策的出台,房地产销售人员所承受的心理压力不断增大,促使销售人员积极心理状态产生变化,这不仅影响着销售人员的工作绩效,也对公司盈利和未来发展产生影响。因此,研究房地产销售人员心理资本对工作绩效的影响具有一定的实践意义。本文以房地产销售人员为研究对象,从房地产销售人员的工作特征和群体特点出发,并在参考相关文献的基础上,将心理资本分为自我效能、希望、乐观和韧性四个维度,工作绩效分为任务绩效、职务奉献和人际促进三个维度。本文主要参考Luthans等人开发的心理资本问卷与Van Scotter和Motowidlo编制的工作绩效问卷来测量房地产销售人员的心理资本水平和工作绩效水平。本文采用问卷调查法,此次问卷调查的范围为扬州地区的各大售楼营销中心。随后,对收集到的有效数据进行描述性统计分析,对心理资本量表和工作绩效量表进行信度与效度检验,对心理资本及其各维度分别与工作绩效及其各维度进行相关性和回归分析,得出研究结论。本文研究结果表明:第一,房地产销售人员心理资本及其各维度与工作绩效显著正相关。第二,房地产销售人员心理资本与任务绩效显著正相关,自我效能、乐观和韧性维度对任务绩效有积极影响作用,而希望维度对任务绩效没有显著影响。第三,房地产销售人员心理资本与职务奉献显著正相关,自我效能、乐观和希望维度对职务奉献有积极影响作用,而韧性维度对职务奉献没有显著影响。第四,房地产销售人员心理资本与人际促进显著正相关,自我效能、乐观和韧性维度对人际促进有积极影响作用,希望维度对人际促进没有显著影响。根据研究结果,为管理者从完善招聘体系和员工职业发展管理、科学绩效管理和薪酬设计,培育和开发心理资本等方面提出相应的管理建议,以提高房地产销售人员的工作绩效,增强公司综合竞争力。
[Abstract]:The real estate industry is one of the pillar industries of our national economy, the real estate sale link is the main source of the real estate company profit. The real estate salesperson directly contacts with the customer, guides the customer to consume, in order to realize the sale goal. In the process of sales, it plays an important role in transmitting and communicating information. However, with the increasingly fierce competition in the real estate sales market and the introduction of restrictive policies related to real estate. The psychological pressure of the real estate sales staff is increasing, which promotes the positive psychological state of the sales personnel to change, which not only affects the performance of the sales personnel. Therefore, it has certain practical significance to study the impact of psychological capital of real estate salespeople on job performance. This paper takes real estate sales personnel as the research object. Starting from the working characteristics and group characteristics of real estate salespeople and referring to relevant literature, psychological capital is divided into four dimensions: self-efficacy, hope, optimism and resilience, and job performance is divided into task performance. This paper refers to the psychological capital questionnaire and Van developed by Luthans et al. The job performance questionnaire compiled by Scotter and Motowidlo is used to measure the psychological capital level and job performance level of real estate salespeople. The scope of the questionnaire survey for the Yangzhou area of major sales and marketing centers. Then, the collection of effective data for descriptive statistical analysis, psychological capital scale and work performance scale for reliability and validity test. The correlation and regression analysis of psychological capital and its dimensions with job performance and its dimensions are carried out, and the conclusion is drawn. The results of this study are as follows: first. Psychological capital and its dimensions of real estate sales personnel and work performance significantly positive correlation. Second, real estate sales personnel psychological capital and task performance significantly positive correlation, self-efficacy. Optimistic and resilient dimensions have a positive impact on task performance, but hope dimension has no significant impact on task performance. Third, the psychological capital of real estate salespeople is significantly positively related to their job dedication, self-efficacy. The dimension of optimism and hope has a positive effect on job dedication, while the dimension of resilience has no significant impact on job dedication. 4th, the psychological capital of real estate salespeople is significantly positive correlation with interpersonal promotion, self-efficacy. Optimistic and resilient dimensions have a positive impact on interpersonal promotion, while hope dimensions have no significant impact on interpersonal promotion. According to the results of the study, managers should improve recruitment system and staff career development management. Scientific performance management and salary design, cultivation and development of psychological capital and other aspects of the corresponding management suggestions, in order to improve the performance of real estate salespeople and enhance the comprehensive competitiveness of the company.
【学位授予单位】：扬州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F299.233.4;F272.92
，

本文编号：1450757