Prestatiebeloning: van bonus naar malus: Een onderzoek naar de motiverende aspecten van prestatiebeloning en de invloed hiervan op de betrokkenheid en klantgerichtheid van de commerciële werknemer

Lange, Anne de (2010) Prestatiebeloning: van bonus naar malus: Een onderzoek naar de motiverende aspecten van prestatiebeloning en de invloed hiervan op de betrokkenheid en klantgerichtheid van de commerciële werknemer.

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Abstract:The sales function is a particular job within an organization. Salespeople are often the most direct link between a firm and its customers. In fact they are the ‘entrepreneurs’ within the organization and owns specific characteristics like proactive, independent and result oriented. These factors create important compensation design issues for managers in charge of their motivation (Segalla et al., 2006). This is also a main issue by the management of Gerechtdeurwaarders Groep Nederland (GGN). GGN is a full service credit management organization with 28 collection and court bailiff’s offices throughout the Netherlands. In 2001 the court bailiffs were given authorization to operate on a national level, which made a partnership all the more interesting. After a period of working in a partnership, a merger was the next strategic step. This results into one organization GGN nowadays (2010). Management of GGN strives for equalizing the sales compensation plans of the former partners. Therefore GGN introduced a performance pay-system for the sales function. This study figures out if the current performance pay system motivates the salespersons in a way they function in the organization interests. Besides that, after the merging, customer focus has become one of the main sales values of GGN. Since GGN became a full credit management organization they focus on the wide range of all unique customers in term of their needs and requirements. Sales people cover an important role in this customer focus. Engagement in customer orientation requires greater salesperson effort. Since effort is determined by motivation, salesperson motivation to engage in customer orientation is a precondition for its practice (Thakor & Joshi, 2005). GGN strives for committed salespeople who are working in the organizations interests. One of the most important findings of the majority of sales force researchers is that monetary rewards are the strongest motivators for salespeople (Segalla et al, 2006; Churchill et al., 1979). Therefore it is important to understand how salespeople experience the performance pay system and to what extent they derive motivation from it for performing the sales job. The following research question will be answered in this study: To what extent do salespeople derive motivation from the performance pay system and does this have effects on their customer orientation and organizational commitment to the organization? The objective of this research is to give GGN recommendations in order to improve the compensation plan for the salespeople. Insights in the motivational aspects of performance pay within the sales functions leads to a better understanding of the effects of this compensation plan. In this way GGN can harmonize salesperson’s interests with the interests of the organization.
Item Type:Essay (Master)
Clients:
Groep Gerechtsdeurwaarders Nederland (GGN), 's-Hertogenbosch
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/60169
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