چکیده:
هدف: کار عاطفی بهمعنای توجه به نقش عواطف و احساسها در انجام کار است. این پژوهش سعی دارد که نقش مدیریت عواطف، احساسها و ادراک کارکنان را در عملکرد فروش بررسی کند. بر این اساس، پژوهش حاضر با هدف بررسی تاثیر کار عاطفی بر عملکرد فروش نمایندگیهای بیمه انجام شده که در این رابطه به نقش ادراک از حمایت سازمانی نیز توجه شده است.
روش: این پژوهش بهلحاظ روش، پژوهشی توصیفی و بهلحاظ هدف، کاربردی است که دادههای آن به روش پیمایشی و با استفاده از پرسشنامه جمعآوری شده است. جامعه آماری پژوهش شامل نمایندگیهای شرکت بیمه البرز در تهران است که نمونهای تصادفی از آنها انتخاب شد. تجزیهوتحلیل دادهها بر اساس روش مدلیابی معادلهای ساختاری انجام شد و فرضیهها و مدل پژوهش آزمایش شدند.
یافتهها: نتایج پژوهش نشان داد که کار عاطفی و ابعاد چهارگانه آن بر عملکرد فروش نمایندگیهای بیمه تاثیر مثبت و معناداری دارند. نقش تعدیلکنندگی حمایت سازمانی ادراکشده در رابطه بین کار عاطفی و عملکرد فروش تایید نشد.
نتیجهگیری: از میان ابعاد کار عاطفی، بعد نمایش خودکار عواطف بیشتر از سایر ابعاد بر عملکرد فروش تاثیرگذار است. انتظار میرود با بهبود ادراک کارکنان از حمایت سازمانی، استفاده از کار عاطفی بر افزایش عملکرد فروش کارکنان تاثیر بیشتری داشته باشد.
Objective The aim of this study is to investigate the effect of emotional labor on the sales performance of insurance agencies. The researchers seek to observe if employees have the ability to control and moderate their emotions and feelings in accordance with the requirements of the organization and their role, then how their work performance will be affected. In addition, the present study examines whether the perception of organizational support moderates this relationship. This study attempts to observe the insurance industry and among insurance agencies, and since the sales performance of insurance agencies is the main element of their work performance, it is addressed whether they have the characteristics of emotional labor in their agency sales performance and which of the dimensions and characteristics of emotional labor will have a greater impact on the sales performance of insurance agencies. In addition, the role of perception of organizational support will be studied as a moderator variable. Methodology The present study is descriptive in terms of method and is applied in terms of purpose and a survey. It is a quantitative research in terms of the nature of data collection. The statistical population of the present study includes the insurance representatives of Alborz Insurance Company in Tehran provided that they have been active at least during the time of conducting the research. In order to establish a correlation between the sales performance data of each insurance agency and the data related to emotional labor and perceived organizational support, the research questionnaires were identified separately for each agency. An online method has been used to distribute the questionnaire. Findings Demographic information showed that the same number of men and women participated in the research. In terms of age, about half of the participants were between 31 and 40 years old and one third of the participants were between 25 and 30 years old. Moreover, more than 90% of them hold a bachelor's degree or higher degrees. Based on the five Likert Scale used in the present study, it is found that emotional labor has a mean above average and the perception of organizational support has a mean lower than average. Accordingly, emotional labor and its four dimensions including tangible action, deep action, automatic display of emotions, and variety of display of emotions have a significantly positive effect on the sales performance of insurance agencies. The moderating role of perceived organizational support was not confirmed in the relationship between emotional labor and sales performance. Conclusion Superficial action as one of the dimensions of emotional labor has a significant effect on the sales performance of insurance agencies. This means that if they can encourage employees to cooperate with customers, even superficially, it may lead to an increase in sales. According to the test results of the sub-hypotheses of this research, it is clear that other dimensions of emotional labor including deep action, automatic display of emotions and variety of display of emotions have a significantly positive effect on the sales performance of insurance agents as well. Examining the coefficients related to the effect of each dimension of emotional labor on sales performance does not show much difference among different dimensions. The automatic display of emotions in this study, which was examined in the third hypothesis, had the highest impact on sales performance among the dimensions of emotional labor. In the present study, perceived organizational support does not moderate the relationship between emotional workforce and sales performance of Alborz insurance agents, and this could be due to poor employee’s perception of organizational support in this company. This means that the calculated rate for perceived organizational support could not show a significant moderating role in the present study. In other words, according to the research findings, it can be said that the employees under study do not have a good perception of the fact that the organization applies the necessary support and attention to them. Another explanation is that emotional labor and its four dimensions, regardless of the impact of the perceived organizational support variable, can affect sales performance.
خلاصه ماشینی:
استفاده از کار عاطفي براي افزايش عملکرد فروش ؛ نقش ادراک از حمايت سازماني مهدي يزدان شناس * نويسنده مسئول ، استاديار، گروه مديريت بازرگاني ، دانشکده مديريت و حسابداري ، دانشگاه علامه طباطبائي ، تهران ، ايران .
بر اين اساس ، پژوهش حاضر با هـدف بررسـي تـأثير کـار عـاطفي بـر عملکرد فروش نمايندگي هاي بيمه انجام شده که در اين رابطه به نقش ادراک از حمايت سازماني نيز توجه شده است .
Gabriel, Cheshin, Moran, & Van-Kleef 4.
Casper, Harris, Taylor-Bianco & Wayne 4.
Jha, Balaji, Yavas & Babakus 8.
Nixon, Yang, Spector & Zhang 4.
Duke, Goodman, Treadway & Breland 6.
Hur, Han, Yoo & Moon 7.
مدل فرعي پژوهش در حالت معناداري ضرايب نتيجه گيري و پيشنهادها هدف پژوهش حاضر بررسي تأثير استفاده از کار عاطفي در عملکرد فروش نمايندگي هاي بيمه بود که در اين رابطه نقش تعديل کننده ادراک از حمايت سازماني نيز در نظر گرفته شد.
Chinese hotel employees in the smiling masks: Roles of job satisfaction, burnout, and supervisory support in relationships between emotional labor and performance.
Perceived organizational support as a moderator of emotional labor/outcomes relationships.
The moderating role of perceived organizational support on the relationship between emotional labor and job-related outcomes.
The moderating effects of supervisor, coworker, and organizational support on the link between emotional labor and job performance.
Effect of perceived organizational support and psychological empowerment and organizational citizenship behavior on employees` job performance in Alborz Insurance Branches in Tehran.
(in Persian) Singh, R.