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  • 學位論文

以直銷商創新特質為基之顧客關係管理與直銷績效關係模式研究

A Study of Relationship Model between Customer Relationship Management and Direct Selling Performance Based on Direct Distributors Innovativeness.

指導教授 : 周中理
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摘要


在全球景氣低迷、失業率持續攀升的就業環境中,直銷產業其低門檻、低進入障礙的創業特色,令許多社會新鮮人與求職者趨之若鶩,直銷公司面對如此多的直銷商,該如何確認誰可為公司帶來無限的商機呢?又該依循何種模式去訓練新進之直銷商使其成功呢?直銷產業是與顧客直接接觸面對面行銷的事業,其不同人格特質所產出的不同行為模式將直接影響其表現的優劣,而在不同的人格特質中創新特質為最重要的項目之一,擁有此特質者易於接受新的資訊,運用新的方法與策略進行銷售,本研究期以直銷商之創新特質為基礎,探討其是否會影響顧客關係管理的行為以及直銷績效的產出。 本研究以直銷商之創新特質為切入點,期能經過實證研究,達成本研究之目的:一、探討每一位直銷商不同創新特質的表現對顧客關係管理的影響為何? 二、探討每一位直銷商不同創新特質的表現對直銷績效的影響為何? 三、探討每一位直銷商不同顧客關係管理的運用對直銷績效之影響為何?四、探討在創新特質程度高低不同之直銷商群組下,其創新特質、顧客關係管理與直銷績效間之影響關係是否存在著差異性? 本研究以國內知名的安麗與如新兩家直銷公司之直銷商做為調查對象,採便利抽樣,共發放200份問卷,回收184份,剔除填答不全8份無效問卷,有效問卷176份,有效回收率為88%。在資料分析方面採以敘述性統計分析、信度與效度分析、t檢定與變異數分析、探索性因素分析、相關分析、集群分析與複迴歸分析加以探討。而本研究之實證結論如下: 一、創新特質對顧客關係管理具正向顯著影響,獲得部分成立。其中創新特質之「認知與改變型創新特質」構面正向顯著影響顧客關係管理中之「確認、區隔與互動」、「分析修正」及「客製化」構面。創新特質之「感官型創新特質」正向顯著影響顧客關係管理中之「客製化」構面。而創新特質之「審慎思考型創新特質」構面正向顯著影響顧客關係管理中之「確認、區隔與互動」及「分析修正」構面。 二、創新特質對直銷績效具有正向顯著影響,獲得部分成立。其中創新特質之「認知與改變型創新特質」構面正向顯著影響直銷績效之「行為績效」與「服務績效」構面。而創新特質之「審慎思考型創新特質」構面則正向顯著影響直銷績效之「行為績效」與「財務績效」。 三、顧客關係管理對直銷績效具有正向顯著影響,獲得部分成立。其中顧客關係管理之「確認、區隔與互動」構面正向影響直銷績效之「財務績效」。顧客關係管理之「分析修正」構面正向影響直銷績效之「行為績效」。而顧客關係管理之「客製化」構面則正向影響直銷績效之「行為績效」與「服務績效」。 四、在創新特質程度高低不同之直銷商群組下,其創新特質、顧客關係管理與直銷績效之間的影響皆具有差異性。

並列摘要


Due to the global depression and the job market of unemployment rate raise continuously, the characteristic which low entry to start an enterprise of direct selling industry attracts a lot of fresh graduates and job seekers, therefore, direct selling companies will face so many direct distributors. How to confirm the direct distributor who can be success? And what’s the model should make use of in training new direct distributors? Those cause the motive of this research. Besides, direct selling industry is a person-to-person contact commercial, so the direct distributors’ different personality traits can affect whose success or failure. For this reason, the study expects based on innovativeness of direct distributors to explore it whether the different innovativeness affects customer relationship management and direct selling performance. The purposes of this study are raised as follows: 1.To explore that the innovativeness of direct distributors will influence the customer relationship management. 2.To explore that the innovativeness of direct distributors will influence the direct selling performance. 3.To explore that the customer relationship management will influence the direct selling performance. 4.To explore that under different direct distributor groups of degree of innovativeness, the influence among innovativeness, customer relationship management, and direct selling performance will different. This research’s objects of studies were direct distributors of Amway Company and Nu Skin Company, and it adopted convenient sampling. The sample of this study total of 200 questionnaires, 184 were recovered, after deducting 8 respondents did not complete the questionnaire was invalid, the actual recovery of 176 valid questionnaires, recovery rate of 88 percent. SPSS statistical software package used to descriptive statistics, reliability analysis, validity analysis, exploratory factor analysis, t-test, ANOVA, correlation analysis, cluster analysis, multiple regression analysis, and other statistical methods of empirical analysis. The major conclusions are summarized as follows: 1.Innovativeness has partial significant positive effect on customer relationship management. Cognitive and change innovativeness has significant positive effect on identify/ differentiate/ interact, analysis/ refinement, and customize of customer relationship management. Sensory innovativeness has significant positive effect on customize of customer relationship management. Cautious deliberate innovativeness has significant positive effect on identify/ differentiate/ interact, and analysis/ refinement of customer relationship management. 2.Innovativeness has partial significant positive effect on direct selling performance. Cognitive and change innovativeness has significant positive effect on behavioral performance and service performance. Cautious deliberate innovativeness has significant positive effect on behavioral performance and financial performance. 3.Customer relationship management has partial significant positive effect on direct selling performance. Identify/ differentiate/ interact of customer relationship management has significant positive effect on service performance. Analysis/ refinement of customer relationship management has significant positive effect on behavioral performance. Customize of customer relationship management has significant positive effect on behavioral performance and service performance. 4.Under different direct distributor groups of degree of innovativeness, the influence among innovativeness, customer relationship management, and direct selling performance are different.

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劉俊杰(2016)。口碑行銷實務探討:以大學眼科LASIK為例〔碩士論文,國立臺灣大學〕。華藝線上圖書館。https://doi.org/10.6342%2fNTU201610193
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