Análise das motivações dos consultores independentes de venda direta a partir da teoria da expectância
DOI:
https://doi.org/10.5585/remark.v22i3.21835Palabras clave:
Venda direta, Consultores, Teoria da expectância, Esforço, DesempenhoResumen
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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