Hành vi bán hàng phi đạo đức: Khám phá vai trò của sự tập trung phúc lợi của khách hàng

Hồng Nguyễn Thị

doi:10.24311/jabes/2019.30.4.2

Các tác giả

Nguyễn Thị Hồng Trường Đại học Sư phạm Kỹ thuật TP. Hồ Chí Minh Tác giả

DOI:

https://doi.org/10.24311/jabes/2019.30.4.2

Từ khóa:

Mục tiêu, Phúc lợi của khách hàng, Ngụy biện, Đạo đức, Đồng nghiệp, Sáng tạo

Tóm tắt

Mục tiêu của nghiên cứu này nhằm kiểm định sự tác động của các thuộc tính mục tiêu công việc (tính thách thức, tính cụ thể và áp lực đạt được mục tiêu), các yếu tố nhận thức phản ánh năng lực kiểm soát bản thân của cá nhân (sự tập trung vào phúc lợi của khách hàng, sự ngụy biện đạo đức), và các yếu tố môi trường công việc (hành vi phi đạo đức của đồng nghiệp, và sự thúc đấy sáng tạo trong nhóm) đối với hành vi bán hàng phi đạo đức của nhân viên kinh doanh. Dữ liệu được thu thập bằng cách khảo sát các nhân viên kinh doanh đang làm việc tại Việt Nam. Mô hình cấu trúc tuyến tính bình phương nhỏ nhất từng phần (PLS-SEM) và phần mềm SmartPLS 3 được sử dụng để kiểm định mô hình nghiên cứu. Kết quả cho thấy các thuộc tính của mục tiêu công việc tác động tiêu cực đến sự tập trung vào phúc lợi của khách hàng, đồng thời tác động tích cực đến hành vi bán hàng phi đạo đức của nhân viên kinh doanh. Theo đó, nghiên cứu nhấn mạnh vai trò điều tiết và vai trò trung gian của sự tập trung vào phúc lợi của khách hàng, từ đó góp phần làm rõ những xói mòn trong nhận thức đạo đức của cá nhân, và đưa ra những hàm ý quản trị cho các tổ chức doanh nghiệp

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