導入銷售自動化系統對證券營業員專業行為的影響研究-以M證券公司為例

A study on the behavioral change of brokers from the commencement of a Sales Automation System:On M Security Company

簡銘宏(Ming-Hung Chien)

指導教授 ： 王秉鈞

元智大學/資訊學院/資訊管理學系/碩士(2007年)

摘要

近年來全球金融經濟情勢急遽變化以及國內金融控股法的施行，使得金融市場結構與運行機制產生重大結構性改變，國內金融市場所面對之競爭逐漸增加，使得非加入金控的專業證券商之經營處境日益艱辛。
面對快速變遷的環境中，證券公司之經營管理者往往重新思考導入新的經營管理模式，尤其是在競爭激烈的服務業中，如何激勵營業員的銷售能力、提高顧客滿意經營以及降低營業人員離職率變的更形重要。
因此如何導入銷售自動化( Sales Force Automation)以提昇其競爭能力，是經營者非常關注的問題。本研究探討導入銷售自動化系統對證券營業員專業行為的影響，並以M證券商全省的分公司營業人員為研究對象做實證分析，本研究得到之研究結論有下列四項：
1.證券營業員對資訊素養與顧客關係管理認知程度，具有一定以上的水準。
2.「缺乏誘因」與「員工教育訓練不足」，乃是M證券公司導入銷售自動化的兩大困難點。
3.證券營業員對於導入銷售自動化系統以強化其專業行為的部分，抱持正面肯定的態度。
4.具有「高」資訊素養的營業員，如顧客關係管理認知的程度越高，銷售自動化系統的導入對於專業行為的正相關的差異性，越是顯著。

關鍵字

銷售力自動化 ； 顧客關係管理 ； 資訊素養

並列摘要

The dramatic changes in the global financial and economic trends in recent years, as well as the execution of the domestic Financial Holdings Company Law, have led to major structural changes in the financial market structure and its operation mechanism. Facing a gradual increase in the level of competition in the domestic financial market, the management situation of professional brokerages, who are not engaged in the financial holding business, is becoming more and more difficult.
Given the fast changing environment, managers of securities companies often need to reconsider adopting new management models. How to motivate high sales performance, to increase customer satisfaction, and to cut down the departure ratio of brokers, have become extremely important, especially in the highly competitive service industry.
Hence, how Sales Force Automation could help to increase brokerages’ competitiveness is their managers’ focus issue. This study explores the effect of the commencement of SFA on the professional conduct of brokers and makes M Securities Company’s nationwide branches as the research subjects. The following four conclusions were made:
1.Brokers possess a certain level of standards with regard to their level of information literacy and perception concerning customer relationship management.
2.“Lack of incentive” and “Lack of necessary trainings” are the two major difficulties of M Securities Company when commencing SFA.
3.Brokers carry a positive attitude towards the commencement of SFA to reinforce their professional conduct and abilities.
4.For brokers with a “high” level of information literacy, the higher their perception of customer relationship management, the more significant variation of positive correlation in their professional conduct due to the commencement of SFA.

並列關鍵字

Sales Force Automation ； Customer Relationship Mangement ； Information Literacy

參考文獻

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