Improving the process of preparation and implementation of personal salling using operational research models and methods : doctoral dissertation

[D. Simonović]

Društvene nauke / Analiza podataka

Social sciences / data analysis

Predmet istraživanja doktorske disertacije je ispitivanje mogućnosti unapređenja procesa pripreme i realizacije lične prodaje primenom modela i metoda operacionih istraživanja. Krjz provedeno istraživanje je pokazano da se Analiza obavijanja podataka i RFM metoda mogu uspešno koristiti za ocenu efikasnosti i rangiranje prodajnog osoblja i za komparativnu analizui merenje efikasnosti prodajnih centara. Cilj istraživanja je razvoj novog modela unapređenja lične prodaje koji bi omogućio razvoj dugoročnih odnosa sa kupcima u segmentu prodaje robe široke potrošnje primenom metoda i modela operacionih istraživanja. Napredak istraživanja u oblasti lične prodaje je otežan usled nedostatkom sveobuhvatnog konceptualnog modela proces lične prodaje. U središtu pažnje je istraživanje postojećih modela lične prodaje, identifikovanje prednosti i nedostataka, i integrisanje dobrih praksi za efikasno upravljanje ličnom prodajom u generisanju dodate vrednosti za organizaciju. U doktorskoj disertaciji je pokazano da je kontinuirano unapređenje procesa pripreme i realizacije lične prodaje ključni faktor poboljšanja tržišne pozicije i ostvarenja dugoročnih odnosa sa kupcima. Da bi se unapredilo poslovanje i kreirala konkurentska prednost trgovinskog preduzeća nephodno je osposobljavanje prodajnog osoblja kroz razvoj adekvatnih veština i znanja zaposlenih koji se bave ličnom prodajom. Segmentacija baze kupaca i sprovođenje adekvatnih promotivnih aktivnosti značajno utiče na poboljšanje rezultata postignutih ličnom prodajom i razvoj dugoročnih odnosa sa kupcima. Inovativni model unpapređenja procesa pripreme i realizacije lične prodaje može da bude implementiran u domaćim organizacijama, uz određena prilagođavanja vezana za specifičnosti organizacije koja ga primenjuje.

The subject of the research of the doctoral dissertation is the examination of the possibility of improving the process of preparation and realization of personal selling by applying operational research models and methods. Through the conducted research, it was shown that Data Envelopment Analysis and the RFM method can be successfully used for efficiency evaluation and ranking of sales personnel and for comparative analysis and measurement of the efficiency of sales centers. The goal of the research is the development of a new model for the improvement of personal selling that would enable the development of long-term relationships with customers in the segment of consumer goods sales by applying operational research methods and models. Research progress in this area has been hampered by the lack of a comprehensive conceptual model of personal salling process. The focus is on researching existing personal selling models, identifying strengths and weaknesses, and integrating good practices for effective personal selling management in generating added value for the organization. In the doctoral dissertation, it was shown that the continuous improvement of the process of preparation and implementation of personal sales is a key factor in improving the market position and achieving long-term relationships with customers. In order to improve business and create a competitive advantage for a trading company, it is necessary to train the sales staff through the development of adequate skills and knowledge of employees who deal with personal sales. The segmentation of the customer base and the implementation of adequate promotional activities have a significant impact on the improvement of the results achieved through personal selling and the development of long-term relationships with customers. The innovative model of improving the process of preparation and realization of personal sales can be implemented in domestic organizations, with certain adjustments related to the specifics of the organization applying it.

Lična prodaja, Unapređenje, Analiza obavijanja podataka, RFM analiza

Personal sales, Improvement, Data Envelopment Analysis, RFM analysis

UDK=519.8(043.3)

III, 4-120 str.

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