Fr-OR-S105-6 - Promoting Sales Behaviours In Retail: Examining The Effects Of Managerial Practices On Employee Behaviour, Internalization, And Store Performance

Strategic HR
Oral Presentation
Part of:
Friday May 19   05:30 PM to 05:45 PM (15 minutes)
Human resource management
Strategic HR
Promoting Sales Behaviours in Retail: Examining the Effects of Managerial Practices on Employee Behaviour, Internalization, and Store Performance
S. Beijer 1,*, J. Akkermans 1, M. Tims 1
1Management and Organisation, VU Amsterdam, Amsterdam, Netherlands
Content: Purpose: Given the current economic situation and the pressures that retail organisations are facing, it is crucial to strengthen our understanding of the drivers of store performance. Therefore, this study focuses on store managers who have been urged to enhance sales behaviours of employees and increase store performance. It is studied whether and how such managerial practices influence store performance. We examined pathways through which managerial behaviour and the implementation of management practices affects store performance. More specifically, we focus on the role of employee behaviours and internalization (i.e., the extent to which employees understand the importance of focusing on sales) in creating store revenue.
Design/Methodology: Survey data was collected in 56 stores of a Dutch warehouse chain, with 87 managerial responses and 525 responses of matched employees. In addition, objective store revenue data was used.
Results: Preliminary multi-level analyses using Mplus suggest that the implementation of managerial practices is positively related to employee sales behaviours and store revenue. Internalization was also found to play an important role in this process.
Limitations: Although multiple data sources were used (managers, employees), the survey data was only collected at one point in time.
Research/Practical Implications: Our findings suggest that focusing on managerial implementation and internalization pays off for this warehouse.
Originality/Value: This study makes use of multi-source data as both employee and managerial reports are included. Also, objective indicators of performance are used. Based on this, this research adds to our understanding of the mechanisms through which managerial behaviours affect store performance.

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