The purpose of this research was to study:1)the level of characteristics, motivation, integrity, innovation, and sales performance effectiveness; and 2the relationship of characteristics, motivation, integrity, innovation and healthcare sales performance effectiveness.The data were collected from 500 salespeople of DKSH (Thailand) Limited. Questionnaires were sent to salespeople, while their 15 superiors at the level of sales manager and higher involved in healthcare sales performance development were intensively interviewed. The study revealed that sales performance effectiveness depended on characteristics, innovation, motivation and integrity. The findings interpreted that innovation depended on characteristics, integrity and motivation. In addition, integrity depends on characteristics and motivation, while motivation depended on characteristics. From the findings, ideas to improve healthcare sales performance effectiveness were recommended. The management should focus on sales characteristics starting from recruitment activities to the development process by encouraging work experience sharing, new idea presentation and work motivation. Integrity, which is basic requirement for sales people, was also recommended.

Credit : สุเนตร มีนสุข // รัชฎา ฟองธนกิจ

https://so05.tci-thaijo.org/index.php/irdssru/article/view/214260