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این مقاله علمی پژوهشی (ISI) به زبان انگلیسی از نشریه الزویر مربوط به سال ۲۰۲۲ دارای ۱۰ صفحه انگلیسی با فرمت PDF می باشد در ادامه این صفحه لینک دانلود رایگان مقاله انگلیسی و بخشی از ترجمه فارسی مقاله موجود می باشد.
کد محصول: M1223
سال نشر: ۲۰۲۲
نام ناشر (پایگاه داده): الزویر
نام مجله: Journal of Retailing and Consumer Services
نوع مقاله: علمی پژوهشی (Research articles)
تعداد صفحه انگلیسی: ۱۰ صفحه PDF
عنوان کامل فارسی:
مقاله انگلیسی ۲۰۲۲ : حمایت بهتر از مشاغل پشتیبان. چگونه می توان عملکرد برند را از طریق پاداش و آموزش بهتر بازارپردازِ داخل فروشگاه بهبود بخشید؟
عنوان کامل انگلیسی:
Better support for supportive jobs. How to improve brand performance through better compensation and training for in-store merchandisers
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Abstract
Through an experimental field study, we link improved working conditions for supportive jobs to enhanced brand sales. Results show that improved working conditions for in-store merchandisers based on monetary and non-monetary rewards yield a significant increase in sales, which might be facilitated through enhanced on-shelf availability. We underline the strategic importance of the job profile and identify explanatory mechanisms, enabling managers to optimize training and compensation in the context of supportive jobs in retailing. The study enhances the literature on the importance of supportive jobs in driving brand performance in accordance with the motivational framework based on rewards and recognition.
Keywords: In-store merchandiser, Job performance, Compensation, Retail employees, Brand performance
۱.Introduction
The retail store environment still plays a crucial role in connecting brands with consumers. Despite the rapid growth of digital channels over the last decade and the rapid acceleration of ecommerce due to the Covid-19 pandemic, an astonishing 92% of all worldwide purchases of fast-moving consumer goods (FMCG) still occurred in physical retail stores in 2020 (Kantar, 2020). Consumers continue to make a large part of their purchase decisions at the point of sale, underlining the importance of the physical retailing environment for brands (Murray et al., 2010). Retail outlets provide a collection of signals and messages that influence consumer decision making (see, e.g., Valenzuela et al., 2013). These signals consist, among other things, of the store layout and design, which are shaped to optimize product exposition and visibility with the aim of maximizing sales (Shetty, 2015). Previous studies have confirmed the importance of product availability (Trautrims et al., 2009), share of shelf in comparison to competitors (Valenzuela & Raghubir, 2009), product visibility (Van Nierop et al., 2008), and price displays (Gu & Liu, 2013). During the current Covid-19 crisis, product availability and visibility have been identified as especially critical factors for brands to maintain customer loyalty, further highlighting their continuous strategic importance in driving brand performance (Fiedler et al., 2020)…
۵.Conclusions
Our study has aimed to shift attention to the strategic importance of an often overlooked supportive or low-skilled job segment. Via a field experiment, we have shown that improving the working conditions for in-store merchandisers in monetary and non-monetary ways potentially benefits the employing company as a whole by increasing its sales. Given that a single merchandiser oversees 2.5 stores on average, and the additional sales are on a weekly base, the additional monthly (4 1/3 weeks) sales amount to 7057.80–۱۱,۰۵۴.۲۱ MXN, which represents a good value-add considering the maximum monthly raise of 1080.00 MXN. Furthermore, we can show that the improved working conditions relate to a significant increase in employee performance, as measured by product display, brand display, and price display, as well as an enhanced share of shelf. The latter two variables seem to be the major drivers for the increased sales. An overview of all hypothesis tests and results is provided in Table 6, summarizing our findings…
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