ﺑﺮرﺳﻲ ﺗﺄﺛﻴﺮ اعتماد و ویژگی های شخصیتی ﺑﺮ رواﺑﻂ ﻛﺎری ﻣﺪﻳﺮان‬ ﻓﺮوش و ‫ﺑﺎزارﻳﺎﺑﻲ‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬

ﻫﺪف اﻳﻦ ﭘﮋوﻫﺶ ﺑﺮرﺳﻲ ﺗﺄﺛﻴﺮﮔﺬاری اﻋﺘﻤﺎد ﺑﺮ اﺳﺎس دو ﺑﻌﺪ ﺷﻨﺎﺧﺖ و اﺣﺴﺎس، ﺑﺎ‬ ‫ﺗﻮﺟﻪ ﺑﻪ ﺗﺄﺛﻴﺮﻫﺎی ﺳﻪ وﻳﮋﮔﻲ شخصیتی ﺗﻔﺎوتﻫﺎی روانﺷﻨﺎﺧﺘﻲ، ﺗﺠﺮﺑﻪ ﺑﺎزارﻳﺎﺑﻲ و ﺳﻄﺢ ﺗﺤﺼﻴﻼت‬ ‫ﻣﺪﻳﺮ ﻓﺮوش ﺑﺮ ﺗﻌﺎرض ﻣﺨﺮب، ﺗﻌﺎرض ﺳﺎزﻧﺪه و اﺛﺮﺑﺨﺸﻲ راﺑﻄﻪ درک ﺷﺪه اﺳﺖ. روش ﭘﮋوﻫﺶ‬ ‫ﺣﺎﺿﺮ ﺗﻮﺻﻴﻔﻲ- ﭘﻴﻤﺎﻳﺸﻲ و اﺑﺰار اﺻﻠﻲ ﭘﺮﺳﺸﻨﺎﻣﻪ اﺳﺖ، ﻛﻪ ﺑﻴﻦ ﻣﺪﻳﺮان ﻓﺮوش ﺻﻨﻌﺖ ﻛﺎﻻﻫﺎی‬ ‫ﺳﺮﻳﻊاﻟﻤﺼﺮف ﺗﻮزﻳﻊ ﺷﺪه اﺳﺖ. ﺑﺮای ﺗﺠﺰﻳﻪ و ﺗﺤﻠﻴﻞ دادهﻫﺎ از روش ﺣﺪاﻗﻞ ﻣﺮﺑﻌﺎت ﺟﺰﻳﻲ‬ ‫اﺳﺘﻔﺎده ﺷﺪه اﺳﺖ. ﻧﺘﺎﻳﺞ ﻧﺸﺎن ﻣﻲدﻫﺪ؛ دو ﺑﻌﺪ اﻋﺘﻤﺎد ﺑﻴﻦ ﻓﺮدی ﺗﺄﺛﻴﺮ ﻣﺜﺒﺘﻲ ﺑﺮ اﺛﺮﺑﺨﺸﻲ راﺑﻄﻪ‬ ‫درک ﺷﺪه و ﺗﺄﺛﻴﺮ ﻣﻨﻔﻲ ﺑﺮ ﺗﻌﺎرض ﻣﺨﺮب دارﻧﺪ. اﻋﺘﻤﺎد ﻣﺒﺘﻨﻲ ﺑﺮ ﺷﻨﺎﺧﺖ ﻫﻴﭻ ﺗﺄﺛﻴﺮی ﺑﺮ ﺗﻌﺎرض‬ ‫ﺳﺎزﻧﺪه ﻧﺪارد؛ اﻣﺎ اﻋﺘﻤﺎد ﻣﺒﺘﻨﻲ ﺑﺮ اﺣﺴﺎس ﺗﺄﺛﻴﺮ ﻣﺜﺒﺘﻲ ﺑﺮ ﺗﻌﺎرض ﺳﺎزﻧﺪه دارد. ﺗﺠﺮﺑﻪ ﺑﺎزارﻳﺎﺑﻲ و ﺳﻄﺢ ﺗﺤﺼﻴﻼت ﻣﺪﻳﺮ ﻓﺮوش ﻫﻴﭻ ﺗﺄﺛﻴﺮی ﺑﺮ‬ ‫اﻋﺘﻤﺎد ﺑﻴﻦ ﻓﺮدی ﻧﺪارد.‬‬‬‬‬‬‬‬‬ همچنین در این مقاله از دو نرم افزار spss و pls-graf نیز استفاده شده است. در انتهای مقاله نیز راه کار های مدیریتی نیز ارائه شده است.‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬

investigating the effect of trust and personality traits on the working relationships of sales and marketing managers

the aim of this research is to investigate the influence of trust based on the two dimensions of cognition and feeling, considering the effects of three personality traits, psychological differences, marketing experience, and the level of education of the sales manager on destructive conflict, constructive conflict, and influence. part of the relationship is understood. the current research method is descriptive-survey and the main tool is a questionnaire, which was distributed among the sales managers of the fast-moving consumer goods industry. the partial least squares method has been used to analyze the data. it shows the results; two dimensions of interpersonal trust have a positive effect on perceived relationship effectiveness and a negative effect on destructive conflict. trust based on knowledge has no effect on constructive conflict; but trust based on feelings has a positive effect on constructive conflict. the marketing experience and education level of the sales manager has no effect on interpersonal trust. in this article, spss and pls-graf software are also used. at the end of the article, management solutions are also presented.