A Research On The Measurement Scales For Selection Of Electronics Retail Salesperson

This paper is composed with three interrelated parts:The first part is the research on competency model of electronics retail salesperson.Along with using questionnaires and interviews to retail salesperson,senior management of retail industry,and consumers,collect competency evaluation information and accomplish the job analysis about electronics retail salesperson.Referred to the results of this area study, competency model of electronics retail salesperson can be constructed, which includes personality influenced work performance,honesty,and sales skill.The second part is design "measurement scales for selection of Electronics retail salesman".Based on competency model,design the questionnaire according to salesperson personality,honesty,and sales skills.1) The sub measurement scale of salesperson personality contains 45 questions,which include 14 questions for extroversion testing,15 questions for responsibility,and 16 questions for emotion stability. Through confirmatory factor analysis,RMSEA=0.046,CFI average close to 0.9,the structure of measurement scale was properly verified. Furthermore,the homogeneity reliabilityαparameter is 0.896 and the score of this sub measurement scale is in direct ratio to average sales performance of three months and evaluation of immediate superior.The validity of this sub measurement scale was proved.2)The sub measurement scale of salesperson honesty contains 21 questions,which include 12 questions in honesty concept dimension and 9 questions in tendency to social desirability dimension,total variation explained 38.358%.The homogeneity reliabilityαparameter of this sub measurement scale is 0.813,and it is obviously in direct ratio to the evaluation of superior.So that,the validity and credibility of this sub measurement scale was proved.3)The sub measurement scale of sales skills contains 12 questions, through scenario-based evaluation forms,general test subjects associated with the marketing skills of the quality characteristics in adaptability, communication skills,and service skills.The homogeneity reliabilityαparameter of this sub measurement scale is 0.679 and it is also evidently in direct ratio to sales performance,evaluation of superior,and job satisfaction.The validity and credibility of this sub measurement scale was strongly proved.The last part of this paper is the study in relationship between various variables,and below is the primary results:1) People with better education have higher degree of honesty and sense of responsibility.2) Work experience is in direct ratio to sales skills.3) Extroversion,sales skills and work experience of salesperson has a significant positive role of sales performance prediction.4)Degree of honesty,sense of responsibility of salesperson has a significant positive role of superior's evaluation prediction.5) Sales skill of salesperson has a significant positive role of job satisfaction prediction.The competency model of electronics retail salesperson can comprehensively cover quality of job-related characteristics,and basis on it,the "measurement scales for selection of Electronics retail salesman" has good reliability and validity.The measurement scale can be leveraged in sales staff recruiting of electronics retail industry and it can properly predict sales performance of a test subject in three months after the entry.