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- Title
Le rôle du management des forces de vente dans la relation orientationclient et la performance commerciale des entreprises informatiques au Togo.
- Authors
GAFA, Yao
- Abstract
This research proposes to test the moderating role of sales force management in the customer-orientation relationship and commercial performance in IT companies in Togo. The literature reveals that no research work has focused on the role of sales force management on the relationship between customer orientation and the commercial performance of IT companies in developing countries on the African continent. After a qualitative study carried out with 20 managers of IT companies, a quantitative study based on a questionnaire was carried out with 311 managers. The structural equation method, regression analysis and R.A. Ping’s approach (1998) were useful to us in processing the data and testing the various hypotheses. The results show that customer orientation positively influences sales performance, and that sales force management plays a moderating role. Keywords: Customer orientation, business performance, sales force management, moderating role.
- Subjects
TOGO; INFORMATION technology industry; CUSTOMER relationship management; ORGANIZATIONAL performance; REGRESSION analysis; DEVELOPING countries; SALES force management; CUSTOMER orientation
- Publication
Revue des Sciences de Gestion, 2023, Issue 319, p81
- ISSN
1160-7742
- Publication type
Article