Satış personeline yönelik performans değerlendirme ölçeği geliştirmesi ve psikometrik özelliklerinin belirlenmesi

Abstract

The aim of this study is to develop a performance evaluation scale to evaluate job performance of sales personnel who work in the stores that sell nonfood goods and determine its psychometric qualities. For the study of scale development, a survey applied to 61 sales personnel and sales managers that work at 35 stores. With this survey, it was questioned that what applications have been performed and which dimensions should be taken into consideration in order to evaluate the job performance of sales personnel. Next, job analysis and job description of sales personnel were determined. The performance evaluation scale that has a total of 33 items under 3 dimensions was developed based on the literature and the knowledge obtained from the survey and the job analysis. To determine the content and appearance validity, the scale with the evaluation form was evaluated by the subject experts. After these evaluations were examined, changes have been made on descriptions and names of some items and dimensions. The developed performance evaluations scale was applied to 200 sales personnel working in 6 stores of 4 different firms. Two months later, the evaluation was repeated with 53 sales personnel to determine test-retest reliability. The date was analyzed with appropriate statistical techniques. The test-retest reliability coefficient of the scale and the Cronbach a were found to be. 88 and.96, respectively. Factor analysis to find the construct validity revealed that the items were gathered into two factors and dimensions have to be renamed. Two items in the scale were eliminated because of their equal weight in both factors. Thus, the scale that consist of 31 items under two factors was reanalyzed and item total correlations was found significant. Cronbach a and test-retest reliability of the scale along with the dimensions were reanalyzed and no significant change was observed. As a result, performance evaluation scale developed in this study, can be accepted as a valid and reliable psychometric scale that can be utilized to appraise and evaluate job performance of sales personnel.