Utjecaj neverbalne komunikacije na uspješnost prodajnog procesa

master's thesis

• Title (english): Impact of nonverbal communication on the success of the sales process
• Author: Matija Ramušćak
• Mentor: Marija Tomašević Lišanin (mentor)
• Committee member: Mirko Palić (predsjednik povjerenstva)
• Committee member: Andrea Razum (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Neverbalna komunikacija se u literaturi spominje kao najbitniji oblik komunikacije unutar
prodajnog procesa, no dostupna istraživanja rijetko dovode u vezu same prodajne rezultate i
korištenje takvog vida komunikacije. Trebaju li poduzeća zapošljavati prodavače koji su
uspješniji u upotrebi neverbalne komunikacije te isplati li se ulagati u školovanja neverbalnog
aspekta komuniciranja su pitanja na temelju kojeg je nastao ovaj rad. Zbog boljeg
razumijevanja neverbalne komunikacije unutar prodajnog procesa, u radu su prikazane i
objašnjene faze prodajnog procesa te sredstvo komunikacije unutar istih koja je raščlanjena na
verbalnu i neverbalnu komponentu. Nadalje je definirana i raščlanjena neverbalna
komunikacija po svojim elementima gdje se naglasak stavio na govor tijela koji i zauzima
najveći postotak iste. Dobivši definirana dva pojma prikazana je preporučena primjena tehnika
i elemenata neverbalne komunikacije po fazama prodajnog procesa te njihova povezanost.
Kako bi potkrijepili literaturu i zaključke prodajnih eksperata, provedeno je istraživanje
kojemu je cilj potvrditi povezanost između upotrebe neverbalne komunikacije u prodajnom
procesu i samih prodavačevih prodajnih rezultata kroz vještinu i sposobnost dekodiranja
neverbalne komunikacije (putem prepoznavanja emocija lica). Problem istraživanja se javlja u
činjenici trebaju li poduzeća ulagati u edukacije neverbalnih vještina i tehnika u prodaji kako
bi polučili bolje prodajne rezultate. Postavljena je hipoteza 1: „Prodavači koji bolje dekodiraju
neverbalnu komunikaciju putem prepoznavanja emocija lica imaju bolje prodajne rezultate.
Istraživanje je provedeno na uzorku od 43 prodavača u po veličini srednje velikom hrvatskom
poduzeću iz grane telekomunikacijskih djelatnosti. Instrumenti istraživanja su bili DANVA 2
test kao sredstvo provjere vještine dekodiranja neverbalne komunikacije putem prepoznavanja
emocija lica i anketni upitnik koji je poslužio za prikupljanje osnovnih informacija odnosno
kontrolnih varijabli. Dobiveni rezultati upućuju kako prodavači koji bolje prepoznaju emocije
lica imaju bolje prodajne rezultate te se preporuča poduzećima da zapošljavaju ljude koji bolje
dekodiraju neverbalnu komunikaciju i ulažu u postojeći kadar kroz edukacije neverbalnih
vještina.

Abstract (english)

Nonverbal communication is often regarded in literature as the most important form of
communication within the sales process, but available research rarely links the sales results
and the use of such means of communication. Should the companies hire salespeople that are
successful in the use of nonverbal communication and whether it is worth investing in the
education of nonverbal aspects of communication are issues that inspired this paper. For a
better understanding of non-verbal communication within the sales process, this work
presented and explained stages of the sales process and a means of communication within the
same, which is divided on verbal and nonverbal component. Further it defined and explained
elements of nonverbal communication, where the emphasis is placed on the body language that
takes up the largest percentage of the same. Furthermore it describes the application of the
techniques and elements of nonverbal communication through stages of the sales process and
their connection. In order to support literature and conclusions of sales experts, a study was
conducted with the goal to demonstrate the correlation between the ability of decoding
nonverbal communication (through emotion recognition of facial expressions) and sales results
of the salespersons. The research problem arises in the fact, whether enterprises should invest
in the education of nonverbal skills and techniques in sales to reach better sales results. The
hypothesis 1: "Salespersons who are better at decoding nonverbal communication by facial
emotion recognition have better sales results. The study was conducted on a sample of 43
salespersons in the medium-sized Croatian company from a telecommunication industry.
Research measures were Danva 2 test as a mean of testing the decoding skills of nonverbal
communication through emotion recognition of facial expressions and a questionnaire that
collected personal information as control variables. The results suggest that salespersons who
are better at emotion recognition of facial expressions have better sales results. It's
recommended for companies to employ people who are better at decoding nonverbal
communication, and to invest more in existing staff through training of nonverbal skills.

• Keywords: prodajni proces; faze prodajnog procesa; neverbalna komunikacija; pojavnost; udaljenost tijekom interakcije; govor tijela; neverbalni aspekti govornog ponašanja; DANVA 2; prepoznavanje emocija
• Keywords (english): sales process; stages of the sales process; nonverbal communication; appearance; distance during interaction; body language; nonverbal aspects of speech behavior; DANVA 2; emotion recognition
• Language: croatian
• URN:NBN: urn:nbn:hr:148:996953
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-10-27 09:42:43