在不同主管領導風格下業務人員人格特質對業績績效的影響-以事務機器業為例

Effects of Sales Personality on Sales Performance under Executives’ Different Leadership Style—Office Automatic machine industry

鄭力倫(Li-Lung Cheng)

指導教授 ： 邱光輝

國立臺北大學/商學院/企業管理學系/碩士(2008年)

摘要

在以銷售為主的公司最重要的是希望能持續創造最佳的銷售業績。銷售公司的業績除有賴公司的產品、行銷策略、品牌知名度、服務品質等因素配合外，最重要的應是業務人員的努力及公司對業務人員的管理。
本研究採問卷調查法，以台灣事務機器業三大品牌Canon、Xerox、Sharp的業務人員為研究對象。採用直接發放、郵寄與電子問卷方式，發出400份問卷，回收336份，有效問卷為327份。
本研究以Costa and Mcrae (1989, 1992) 提出的人格五因素衡量指標為自變數，業績績效為依變數。以俄亥俄州立大學 (Ohio State University) 所提出的體制 (Initiating Structure) 與體恤 (Consideration) 兩構面，再加上「人口統計變項」之年資、婚姻與區域等作為干擾變數。探討人格特質對業績績效的影響以及領導風格與人口變數是否對其有干擾效果。
研究結果發現：1.審慎性人格特質對業績績效呈現正向相關﹔2.愉悅性人格特質對業績績效呈現負向相關﹔3.高體制領導風格對年資五年以內業務人員的審慎性人格特質與業績績效呈現正向影響；4.高體恤領導風格對年資五年以內業務人員的審慎性人格特質與業績績效呈現正向影響；5.年資對審慎性人格特質與業績績效呈現負向影響。
管理意涵：1.領導者對被領導者之間的影響力，與被領導者的年資有關；2.業務人員之甄選，在人格特質上應儘可能以審慎性人格特質高分者與愉悅性低分者為優先考量；3.由切割樣本研究中發現，對於審慎性人格特質高分者應採高體制與高體恤的領導風格比較適合。

關鍵字

五大人格特質 ； 領導風格 ； 業績績效

並列摘要

For sales-oriented firms, the focus of their efforts is concentrated on creating persistent and optimal sales performance, and such performance may hinge on products, marketing strategies, brand popularity, service quality, and most important of all, dedication of salespersons. In addition, supervising executives also make up an important factor affecting the performance of salespersons.
Through a questionnaire survey, this study explores the salespersons in three leading office automatic machine companies in Taiwan, Canon, Xerox, and Sharp. A total of 400 questionnaires were distributed through direct delivery, email, and electronic survey, and 336 copies were collected. 327 of them were valid responses.
Big Five, proposed by Costa and Mcrae(1989, 1992), is taken as the independent variables, while initiating structure and consideration, derived from Ohio State University’s two-construct theory, are taken as the moderating variables. Some important demographic variables, such as marriage, seniority, and working district are also regarded as the moderating variables in this research. Sale performance here is the dependent variable. This research is aim to know the relationship between sales personality and sales performance, and meanwhile, to understand if different leadership style and demographics indeed influence the sales performance.

The research findings include: (1) conscientiousness has positive influence on sales performance; (2) agreeableness has negative influence on sales performance and (3) seniority has significant influence on the relationship between conscientiousness and sales performance.
Connotation of management: (1) one of the main factors influences the effect leader has upon follower perhaps is in relation to the leader’s seniority. (2) The first priority when recruiting sales people is considering personality of high- conscientiousness and low- agreeableness as far as possible. (3) It is more suitable to take use of high-initiating structure and high- consideration when leading people whose seniority is lower than five years.

並列關鍵字

The Big Five ； leadership style ； sales performance

參考文獻

3. 黃世忠，(2002)，組織結構、領導風格、員工個人特質、工作特性與工作滿足關係之研究—以中山科學研究院電子系統研究所為例。(中原大學企業管理學系碩士論文)

4. 房美玉，(2002)，儲備幹部人格特質甄選量表之建立與應用—以某高科技公司為例。 (人力資源管理學報，第二卷，第二期)

5. 周惠莉，(2003)，五大人格特質性別角色與轉換型領導關聯性之研究。 (中原大學企業管理學系碩士論文)

7. 王博平，(2007)，轉型領導風格對銷售人員工作態度及其態度對銷售績效影響之研究。(國立中央大學企業管理研究所碩士論文)

9. 林麗娟，(2006)，健保局員工工作壓力、領導型態、人格特質與工作績效關係之研究。 (國立成功大學企業管理研究所碩士論文)