保險業務員之自我監控傾向與其銷售行為、銷售績效之關聯性

The Relationships among Self-Monitoring, Selling Behaviors and Sales Performance of Life Insurance Salespeople

邱書雅(Shu-Ya Chiu)

指導教授 ： 戚樹誠

國立臺灣大學/管理學院/商學研究所/碩士(2007年)

https://doi.org/10.6342/NTU.2007.01229

摘要

銷售人員的人格特質對於銷售表現的影響力一直是研究的焦點，回顧過去研究，有許多文獻發現自我監控與銷售工作有密切的關聯性，因此，本論文主要針對保險業務員之自我監控傾向與其銷售行為、銷售績效的關聯性做一探討。其中銷售行為又分為銷售流程技術、適應性銷售行為兩方面來討論，近幾年對於此兩種銷售行為有很多研究，不過皆集中在對銷售績效的影響層面，較少有學者探討人格特質與其中的關聯性。
本研究以人壽保險業務員為研究對象，以問卷調查之研究方式，共計167位受試者，並透過統計分析方法，分析出自我監控與銷售流程技術、適應性銷售行為、銷售績效之關聯性，並以保險業務員之客戶背景差異為干擾因子，觀察其對於自我監控與銷售績效關係間的干擾效果。
研究結果顯示，自我監控與銷售流程技術、適應性銷售行為、銷售績效呈顯著正相關，但客戶背景差異對於自我監控與銷售績效之間的關係是一負向干擾效果，在客戶背景差異大時，自我監控有其發揮限制。希望藉由本研究之發現，探究自我監控可以有效幫助保險業務員在銷售行為、銷售績效上的表現，提出對保險公司在業務員甄選上的參考。

關鍵字

自我監控 ； 銷售流程技術 ； 適應性銷售行為 ； 銷售績效 ； 客戶背景差異

並列摘要

The relationship between salespeople’s personalities and sales performance is always the focus of discussion. In the past literature, there have been many literatures finding the close relationship between self-monitoring and sales work. Therefore, I want to discuss the relationships among self-monitoring, selling behaviors and sales performance of life insurance salespeople in this research. About "selling behavior", it could be further discussed from two aspects, "selling process skills" and "adaptive selling behavior", which become popular topics in academic paper these years. However, the influence to sales performance is the only focus, few scholars put their emphasis on the relationship between "personalities" and "selling behaviors".
The sample of the present research includes 167 life insurance salespeople. The data has collected by questionnaire survey and proceeded with reliability and validity analysis, regression analysis and related statistical techniques. It is aimed to analyze the relationships among self-monitoring, selling behaviors and sales performance. Besides, I find "customer background differences" of life insurance salespeople may exert the moderating effect on the relationship between self-monitoring and sales performance.
The results show that self-monitoring and selling process skills, adaptive selling and sales performance are positive related. However, customer background differences have negative moderating effect on the relationship between self-monitoring and sales performance. When it is the situation that customer background is very different, it has some restriction on self-monitoring. I hope through the results of the research, self-monitoring can help salespeople with the selling behaviors and sales performance. It is a consultation for life insurance companies to select salespeople.

並列關鍵字

self-monitoring ； selling process skills ； adaptive selling behavior ； sales performance ； customer background differences

參考文獻

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