Cai Aixin, Liu Maohong, Liu Huan
School of Economics and Management, Wuhan University, Wuhan, China.
School of Evergrande Management, Wuhan University of Science and Technology, Wuhan, China.
Front Psychol. 2022 Aug 12;13:923198. doi: 10.3389/fpsyg.2022.923198. eCollection 2022.
The performance evaluation is one of the most important organizational management strategies used to guide the sales behavior of sales staff. However, it should be work process-oriented or sales result-oriented has become a dilemma for the management when evaluating employees' performance. Therefore, comprehensively evaluating the work process and sales results has become a challenge when it comes to salespeople performance appraisal. To solve this dilemma, this research builds a salesperson performance evaluation model which considering both of work efficiency and effectiveness, based on the decision tree model. Specifically, we use the Data Envelopment Analysis (DEA) model to quantify the work efficiency of salespeople and measure the work effectiveness by amount of sales. Moreover, this research proposes an advanced integrated DEA model by integrating the self-evaluation DEA models, peer-evaluation DEA models, and Gini impurity, which is identified to be more stable compared with the current DEA model. Finally, a case study of a Chinese liquor company is introduced to illustrate the applicability and feasibility of the salesperson performance evaluation model. The proposed model is applied to evaluate the performance of the salespeople, and a set of comprehensive and objective sales performance evaluation results are obtained. The estimated results can provide feasible sales management suggestions for the company in diagnosing work problems of salespeople.
绩效评估是用于指导销售人员销售行为的最重要的组织管理策略之一。然而，在评估员工绩效时，是以工作流程为导向还是以销售结果为导向，已成为管理层面临的一个两难困境。因此，在销售人员绩效评估方面，全面评估工作流程和销售结果已成为一项挑战。为了解决这一困境，本研究基于决策树模型构建了一个兼顾工作效率和效果的销售人员绩效评估模型。具体而言，我们使用数据包络分析（DEA）模型来量化销售人员的工作效率，并通过销售额来衡量工作效果。此外，本研究通过整合自我评估DEA模型、同行评估DEA模型和基尼不纯度，提出了一种先进的综合DEA模型，经鉴定该模型与当前的DEA模型相比更稳定。最后，引入了一家中国白酒公司的案例研究，以说明销售人员绩效评估模型的适用性和可行性。所提出的模型被应用于评估销售人员的绩效，并获得了一组全面、客观的销售绩效评估结果。评估结果可为公司诊断销售人员的工作问题提供可行的销售管理建议。
