Organizational socialization strategy on turnover intention of sales new employees -- organizational identity

• 1、Evergrande school of management, wuhan university of science and technology

Abstract：Marketing is a vital function of the enterprise. Sales-oriented employees are important promoters of enterprise development. With the in-depth reform of marketization, the retention and use of sales talents are increasingly valued by enterprises. Facing the current situation of large-volume and highly mobile sales force team, how to quickly promote the smooth transformation of the sales-oriented new employee role in the initial stage of employment, improve its organizational identity, and thus reduce its turnover intention, making it a high sense of belonging to the company. The staff has become a problem.This paper takes organizational identity as an intermediary, and uses sales personnel from all over the country as a research sample to study the influence of organizational socialization strategy on the turnover tendency of sales-oriented new employees and the relationship between organization and identity through mathematical analysis. The results of this study show that the organizational socialization strategy of sales-oriented newcomer has a positive correlation with their organizational identity; the organizational socialization strategy of sales-oriented new employees has a negative correlation with their turnover intention; organizational identity has a completely intermediary relationship between the sales-oriented this employee organization socialization strategy and turnover intention.

Keywords： Organizational socialization strategy Organizational identity Turnover tendency Sales newcomer