Análise das motivações dos consultores independentes de venda direta a partir da teoria da expectância

Autores/as

DOI:

https://doi.org/10.5585/remark.v22i3.21835

Palabras clave:

Venda direta, Consultores, Teoria da expectância, Esforço, Desempenho

Resumen

Objetivo do estudo: Entender os fatores que impactam o esforço dos consultores de vendas que atuam com empresas de Vendas Diretas e que possam gerar maior esforço, melhor desempenho e melhor resultado para o consultor e para as empresas.

Metodologia/abordagem: Foi utilizado um levantamento (survey) com recorte transversal com consultores de todo o Brasil. Obteve-se 1.199 respostas válidas. Os dados foram analisados utilizando-se Análise Fatorial Exploratória (AFE), Análise Fatorial Confirmatória (AFC) e um Modelo de Equações Estruturais (MEE).

Principais resultados: Como resultado foi gerado um modelo que comprova que a satisfação do consultor, a gestão de vendas feita pelas empresas e as ferramentas de canal utilizadas por eles, impactam o esforço, o desempenho e o resultado do consultor.

Contribuições teóricas/metodológicas: O modelo, baseado na Teoria da Expectância, foi aplicado e validado para descrever a relação entre Esforço, Desempenho e Recompensa na visão do consultor.

Relevância/originalidade: Por ser uma equipe de vendas totalmente independente, na qual as empresas têm limitações legais para direcionar as atividades dos consultores, é crucial para o setor entender quais fatores motivam maior esforço dos consultores e, consequentemente, melhores resultados para as empresas. Poucos estudos atuais abordaram o tema, menos ainda em um país relevante como o Brasil.

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Biografía del autor/a

Josiane Garcelli Schunck, Fundação Getulio Vargas, Escola de Administração de Empresas de São Paulo –FGV/EAESP

Mestre em administração de empresas

Leandro Angotti Guissoni, Fundação Getulio Vargas, Escola de Administração de Empresas de São Paulo –FGV/EAESP

Doutor em administração de empresas

 

Carlos Eduardo Lourenço, Fundação Getulio Vargas, Escola de Administração de Empresas de São Paulo –FGV/EAESP

Doutor em administração de empresas

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Publicado

2023-10-02

Cómo citar

Schunck, J. G., Guissoni, L. A., & Lourenço, C. E. (2023). Análise das motivações dos consultores independentes de venda direta a partir da teoria da expectância. ReMark - Revista Brasileira De Marketing, 22(3), 1002–1066. https://doi.org/10.5585/remark.v22i3.21835