上司家長式領導對銷售人員目標取向及績效之影響─以銀行理財專員為例

The Influence of Supervisors’ Paternalistic Leadership Styles on Subordinates’ Goal Orientations and Performance: A Case of Bank’s Financial Consultants

蔡佩珊(Pei-Shan Tsai)

指導教授 ： 陳嵩

崑山科技大學/商業管理學院/企業管理研究所/碩士(2007年)

https://doi.org/10.6828/KSU.2007.00003

摘要

在大部份的商業組織裡，銷售人員是創造營收及產生成本的主要來源。對外，代表公司銷售產品或服務；對內，帶回的市場資訊不但是公司擬定行銷策略的重要依據，公司行銷策略的執行更有賴銷售部門及銷售人員的努力。因此，如何透過銷售主管的有效領導，進而提昇銷售人員的績效，是企業界所關注的焦點。過去的研究顯示，在成就情境下（即面對銷售障礙及困難時），銷售人員追求的目標取向會影響其銷售行為，進而影響其銷售績效，惟至今少有研究探討上司領導風格對銷售人員目標取向之影響。
由於家長式領導是華人社會特有的領導型態之一，其特色是領導者表現出類似父權的作風，不但具有清楚而強大的權威，也有照顧、體諒部屬及樹立典範的領導成分在內。本研究以上司家長式領導（仁慈領導、威權領導）對銷售人員目標取向（包括學習取向、證明取向、及迴避取向）的影響為研究焦點，進而推論銷售人員目標取向對其銷售行為績效（如適應性銷售、勤奮工作）及銷售績效的影響，並以國內銀行業的251位理財專員為問卷調查對象和驗證本研究的假設推論。
本研究因素分析顯示，威權領導可進一步區分為兩構面—威嚴及專權領導行為。此外，迴歸分析結果顯示，(1)上司仁慈領導行為對銷售人員的學習及證明目標取向呈顯著正向影響，對迴避目標取向則呈顯著負向影響；(2)上司威嚴和專權領導行為對銷售人員學習目標取向呈顯著負向影響，對證明目標取向皆未達顯著水準，而專權領導行為對迴避目標取向呈顯著正向影響；(3)銷售人員的學習及證明目標取向對其勤奮工作行為績效呈顯著的正向影響，而迴避目標取向對其銷售行為績效呈顯著的負向影響。此外，銷售人員的銷售行為績效愈高、銷售績效亦愈高。最後研究者依據實證結果提出數點銷售力管理的建議及後續研究的建議。

關鍵字

家長式領導 ； 銷售人員績效 ； 目標取向

並列摘要

The salesperson is a major revenue-producing and cost-generating factor in most business enterprises. They present a company to sale products or services; for the company, the salesperson obtains market information as an important foundation of planning marketing strategies. Moreover, the marketing strategies still need the sales department and the salesperson to enforce it. Understanding the way sales managers made to motivate salespeople, and consequently increase their outcome performance has long been a topic of research interest to marketing academicians and practitioners. Previous empirical studies indicated that goal orientations pursued by salespeople could impact their selling behaviour and sales performance when they face barriers and difficulties. However, seldom studies demonstrate the influence of supervisors’ leadership style on subordinates’ goal orientation.
Paternalistic leadership is a special leadership style in Chinese society. The character is that supervisors present paternalistic attitudes like clear and powerful authoritativeness, take care of subordinates and set an example. This study focuses the influence of supervisors’ paternalistic leadership behaviour (including benevolence and authoritarianism leadership) on salesperson’s goal orientations (i.e., learning, proving and avoiding goal orientation). Furthermore, infers that the influence of the relationship of salespersons’ goal orientations to their selling behavioral performance and sales performance. Two hundreds and fifty-one financial consultants from bank industry in Taiwan were sampled as subjects and verified hypothetical assumption of this study.
Factor analysis shows that authoritarianism concept could resolve into two dimensions, majesty and centralism leadership. Regression analysis indicates that (1) benevolence leadership has positive impact on salespeople’s learning and proving orientations, but negative on avoiding orientation, (2) majesty and centralism leadership has negative impact on salespeople’s learning, and shows unapparent impact on proving, but positive on avoiding orientation, and (3) salespeople’s learning and proving orientations have positive impact on salespeople’s hard working behavioral performance, but negative on selling behavioral performance. Moreover, the higher the selling behavioral performance is, the higher the sales performance. Finally, suggestions for sales-force management and recommendations for future research are presented.

並列關鍵字

goal orientations ； salesperson's performance ； paternalistic leadership

參考文獻

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