銷售主管的溝通品質對銷售員角色模糊及銷售績效之影響

The Effect of Sales Manager’s Communication Practice on Salespcrson’s Role Ambiguity and Sales Performance

許俊鴻(Chun-Hung Hsu)

指導教授 ： 施佳玫 ； 余光華

崑山科技大學/商業管理學院/企業管理研究所/碩士(2007年)

摘要

本研究以保險業之銷售人員為研究對象進行問卷調查，得到230份問卷有效問卷，藉由迴歸分析方法來進行實證並驗證本研究所提出之各項假說。將研究結果整理如下：1.保險業銷售主管與銷售人員間溝通品質越好，銷售人員角色糢糊的情況就越低；2.銷售主管與銷售人員間的溝通品質越好，銷售人員的績效跟工作滿意度就會越高；3.銷售人員本身角色糢糊程度越低，銷售人員對工作滿意度、銷售績效跟組織承諾都會相對提高；4.銷售人員的銷售績效與滿意度越高，對組織的承諾相對就越高。最後研究者依據實證結果，提出具體建議，以供企業高階主管及人力資源部門參考，並提出後續研究的建議。

關鍵字

組織承諾 ； 工作滿意度 ； 溝通品質 ； 角色模糊 ； 銷售績效

並列摘要

The researchers took the insurance sales as the objects of research and got 230 valid questionnaires. Then, they proceeded with the positive proof and verified the assumptions by regression analysis. The results of research show as follows:
1. In the insurance industry, the communication quality between the sales manager and salesperson is better, the role conflict of sales person is lower.
2. The communication quality between the sales manager and sales person is better, the sales performance and job satisfaction of sales person are higher.
3. The role conflict of sales person is lower, the job satisfaction, sales performance and organizational commitment of sales person are relatively higher.
4. The sales performance and job satisfaction of sales person are higher, the organizational commitment of sales person is relatively higher.
Finally, according to the results of positive proof, the researchers proposed some specific suggestions to help the senior managers and the human resource departments in enterprises making decisions, and proposed some suggestions about the continuing research.

並列關鍵字

role ambiguity ； communicate quality ； sales perfo

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