銷售人員適應性銷售行為對於情緒勞務及工作壓力之影響－以情緒智力作為調節變項

THE EFFECT OF SALESPERSON’S ADAPTIVE SELLING BEHAVIOR ON EMOTION LABOR AND JOB STRESS- EMOTIONAL INTELLIGENCE AS A MODERATOR

莊文儀(Wen-Yi Chuang)

指導教授 ： 夏康寧

元智大學/管理學院/經營管理碩士班(領導學程)/碩士(2012年)

摘要

在競爭激烈的零售服務業中，企業越來越重視銷售人員的素質，而第一線與顧客接觸的銷售人員，每天都會面對許多不同類型的顧客，銷售人員若想要抓住顧客的心，就必須使用不同的銷售技巧或談話方式來因應不同顧客的需求。
過去的研究大多專注於銷售人員在調整銷售行為後，能為組織增加多少的績效，而未關注到銷售人員在做這些調整行為時，常常必須隱藏自己本身的情緒，進而產生的情緒勞務。若銷售人員無法處理好自己的情緒，將影響身心健康狀況，也可能會帶來工作上的壓力。
本研究以適應性銷售行為為自變數，工作壓力為依變數，探討銷售人員在做適應性銷售行為時所產生的情緒勞務，是否會帶來工作壓力，而以情緒智力做為調節變項，欲了解情緒智力的高低是否會影響工作壓力的大小。因此，本研究假設如下：
H1：適應性銷售行為對於情緒勞務有正向相關。
H2：適應性銷售行為對於工作壓力有正向相關。
H3：情緒勞務對於工作壓力有正向相關。
H4：情緒勞務為適應性銷售行為與工作壓力間之中介變項。
H5：情緒智力對情緒勞務與工作壓力間的關係具有正向調節效果。
期望本研究之結果可作為企業在訓練或挑選銷售人員時參考之依據。

關鍵字

適應性銷售行為 ； 情緒勞務 ； 工作壓力 ； 情緒智力

並列摘要

In competitive retail services industry, salespeople are on the front line of the sales. Salespeople connect with customers directly, and they face many various types of customer every day. The quality and skills of salespeople are the critical issue. Experienced salespeople mastery how to use different communication styles to approach different kinds of consumers and then make consumers feel that their needs are understood and fulfilled by salespeople.
Previous researches usually focused on how these salespeople use various ways of communication to approach consumers. In other words, past researches addressed on that how much the sales performance increased after salespeople adjust their selling styles and manipulate their selling behaviors. However, when salespeople adopt the adaptive selling model, they have to hide or suppress their true emotion, and the suppression may lead to emotion labor. Little research concern the influence of adaptive selling on salespeople’s stress and emotional wellbeing; therefore, this study will discuss the above issue.
This study tries to explore the degree of emotion labor generated from adaptive selling behaviors. Moreover, the job stress will also discussed as a dependent variable. In addition, in this study, emotional intelligence will be the moderator of the relationship between the degree of emotion labor and job stress. Therefore here are the hypotheses:
H1: Adaptive selling behavior is positively related to the degree of emotion labor.
H2: Adaptive selling behavior is positively related to job stress.
H3: The degree of emotion labor is positively related to job stress.
H4: Emotion labor is a mediator between adaptive selling behavior and job stress.
H5: Emotional intelligence has positively moderating effect on the relationship between emotion labor and job stress.
All of the management insights will discussed, and hope the results of this study can be advises to help the company when training or selecting salespersons.

並列關鍵字

Adaptive selling behavior ； Emotion labor ； Job stress ； Emotional intelligence

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