Research on the relationship between non-cognitive ability of sales staff and personal performance in corporate business

2022 Fiscal Year Final Research Report

• Project/Area Number: 20K01968
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Review Section: Basic Section 07090:Commerce-related
• Research Institution: Takushoku University
• Principal Investigator: Kitanaka Hideaki 拓殖大学, 商学部, 教授 (20297089)
• Project Period (FY): 2020-04-01 – 2023-03-31
• Keywords: 営業員 / 業績 / 非認知スキル / 非認知能力

Outline of Final Research Achievements

The relationship between salespeople's non-cognitive abilities and personal performance in corporate sales was analyzed using statistical methods. We conducted a questionnaire survey (Web-based) on various items such as salespeople's aptitude, leisure time behavior, and job satisfaction and analyzed the collected data using various statistical methods.
We also surveyed previous sales research using machine learning. Specifically, we conducted a topic-based text-mining analysis of all articles (excluding editorials and book reviews) published in the Journal of Personal Selling & Sales Management (JPSSM, a journal specializing in sales research) over the past 40 years, from its first issue to the latest issue (2019). A text-mining analysis was conducted using a topic model.

Free Research Field

営業管理

Academic Significance and Societal Importance of the Research Achievements

アカデミズムによる研究があまり進んでいなかった営業分野について科学的な解明が進み、営業活動に対する知見と理解が深まることの意義は大きい。その結果、労働環境の改善、労働生産性の向上、人的資源の有効活用につながることが期待できる。営業員の非認知スキルと個人業績の関係を明らかすることで、営業活動の客観的な評価指標の開発に発展する可能性がある。それらは、企業における研修プログラムやセミナーのプログラム開発の際に有効な指針として用いることがことが期待できる。