走出個人的品牌之路－壽險從業人員形象管理角色對顧客導向行為影響之研究

顧客導向研究一直以來都是學術上常常探討的議題，過去在探討顧客導向時，重點往往聚焦在公司或組織為何會採取顧客導向，以及他們如何影響員工顧客導向行為，較少研究從銷售人員形象管理之觀點進行探討。因此，本研究旨在從銷售人員形象管理之觀點，探究銷售人員本身為何有顧客導向行為。銷售人員之形象管理:「預期形象獲得」及「預期正面績效收益」是否會影響銷售人員顧客導向行為，而「顧客導向是工作要求」、「顧客導向是名譽」、及「自我工作效能」即為影響銷售人員顧客導向行為之因素。本研究採量化研究，發放紙本問卷予壽險業之銷售人員。研究結果顯示，銷售人員之形象管理對銷售人員顧客導向行為有顯著相關；除自我工作效能對預期形象獲得無顯著相關，其餘影響銷售人員顧客導向行為之因素對形象管理皆有顯著相關。最後，本研究結果將提供學術與管理實務之建議，以及未來研究的方向。

關鍵字

名譽；自我工作效能；預期形象獲得；預期正面績效收益；顧客導向

並列摘要

Customer orientation is considered as an important issue for researchers, however, when we discussed customer orientation, much of existing research focus on why companies or organizations execute customer orientation or how to affect salesperson customer orientation behaviors, less of existing research argues from salesperson's image management viewpoint. Therefore, this research is aimed at why salesperson has customer orientation behaviors from image management viewpoint. Whether salesperson's image management : 「expected image gains」 and 「expected positive performance outcomes」 would affect the salesperson customer orientation behaviors , and the antecedents of salesperson customer orientation behaviors are 「customer orientation as a job requirement」、「customer orientation as innovative」 and 「self-efficacy」. The empirical context is provided by quantitative research , paid through the paper questionnaire, sample from insurance business's salesperson , with the effective response rate 150 out of 200. After we examine the effects of the research , we find that salesperson's image management positively affects salesperson customer orientation behaviors, and all of the antecedents of salesperson customer orientation behaviors positively affect salesperson's image management except self-efficacy which doesn't affect expected image gains. Finally, the implications of the findings from this research for both academic and practitioner are discussed.