The Study On The Correlation Model Of Retail Salespersons' Communicative Competence, Work Engagement And Job Performance

With the reform and opening-up, Chinese retail industry has been in the stage of rapid development since the 1980s. Over the past thirty years, Chinese retail industry completed the progress which western countries used 100 years to achieve. Now, retail industry has become one of the most important industries in national economy. As the development and growth of Chinese retail industry, more and more scholars begin to study the domestic retail. From the perspective of enterprise or customer, scholars explore retail enterprises' development strategy and marketing strategy as well as customer's consumption behavior or psychology and other issues. For the reasons that goods are more and more homogeneous and operating costs can hardly be reduced any further, salespersons become the key of obtaining competitive advantage for retail enterprises. Based on this relatively new perspective, this paper chose retail salespeople as the research object, and explored the relationship between communicative competence, work engagement and job performance. After reviewing the previous studies, this paper proposed the hypothesis of the relationships between communicative competence and job performance, work engagement and job performance, and communicative competence, work engagement and job performance, and constructed a relationship model which describes the relationship between communicative competence, work engagement and job performance based on the hypothesis above. At the same time, this paper adapted the maturity scales widely using, tested reliability and validity of scale with Cronbach a coefficient and factor analysis, and eventually formed communicative competence, work engagement and job performance scale which is appropriate for retail salespersons. According to three scales, this paper selected salespersons from seven retail enterprises to do a questionnaire survey. Followed that, correlation analysis was firstly made for data by SPSS 16.0, showing that there is a strong positive correlation between communicative competence and its dimensions and job performance, and there is a strong positive correlation between work engagement and its dimensions and job performance. Secondly, structural equation model was used to do factor analysis and path analysis by Amos7.0, with a result of that work engagement plays mediating role in the relationship between communicative competence and job performance, to be more specific, in the mediating effect of work engagement and its dimensions, communication cognitive and communication skills both have positive effect on job performance, while work engagement and its dimensions are not as mediating variable existing in the relationship between communication tendency and job performance. Finally, according to research conclusions, several management suggestions were put forward for how to improve communicative competence and work engagement of retail salespersons.