Abstract: Based on Goal-setting theory, a mediated moderation model was built to explain how Formal control, which includes outcome control and behavior control, impacts sales force’s performance. The results showed that outcome control and behavior control were positively related with sales performance respectively. Outcome control and behavior control interacted to impact the sales performance, such that when outcome control and behavior control was high at the same time, sales performance was higher. Customer-oriented behavior partially mediated the relationship between the interaction effect and sales performance. Our study implies that sales manager should set goals for their subordinates using outcome control, as well as using behavior control as a feedback method. It can in turn stimulate the sales force to engage in customer-oriented behavior and raise the sales performance.

摘要： 本研究基于目标设定理论，构建了一个被中介的调节作用模型，探讨了正式控制（包括结果控制和行为控制）对销售人员绩效的影响。实证结果表明：结果控制、行为控制分别与销售绩效显著正相关；结果控制与行为控制对销售绩效有交互的影响效应，结果控制与行为控制较强时，销售绩效更高；销售人员的顾客导向行为对上述交互效应与销售绩效的关系起部分中介作用。本研究的结论说明销售管理者需要通过结果控制为下属设置目标，配合使用行为控制提供反馈，从而激发销售人员迎合顾客需求的销售行为，从而提升其销售绩效。