在大部份的商業組織裡,銷售人員扮演著公司與顧客之間的溝通者及邊界探勘者的角色--對外代表公司與顧客交易、對內代表顧客與公司(包括各單位)互動,與顧客、主管、部門內外同事皆有極高的互動頻率,而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,如何激勵銷售人員的行為表現,進而提昇銷售人員及銷售組織的績效,是企業界所關注的焦點。 本研究以上司家長式領導(包括威權領導、仁慈領導及德行領導)及銷售人員目標取向(包括學習目標取向、證明目標取向和迴避目標取向)為焦點,探討上司領導行為及銷售人員目標取向對部屬「對上司信任」及「知覺上司信任」的影響,並推論「對上司信任」、「知覺上司信任」及相互信任交互效果對其角色內行為(如適應性銷售、勤奮工作)、及角色外行為(即組織公民行為)的影響。本研究以台南地區壽險業的271位第一線業務人員為問卷調查實證對象。 本研究因素分析顯示,幫助行為、公民道德及運動家精神可合併為一個構面--組織公民行為。此外,複迴歸及干擾迴歸的模式分析結果顯示,(1)上司仁慈及德行領導行為對銷售人員「對上司信任」及「知覺上司信任」皆呈顯著正向影響;(2)銷售人員的學習目標取向對其組織公民行為及勤奮工作行為呈顯著正向影響,證明及迴避目標取向對其「知覺上司信任」呈顯著正向影響;(3)銷售人員「對上司信任」及「知覺上司信任」對部屬適應性銷售行為、勤奮工作行為及組織公民行為呈顯著正向影響。(4)新增路徑顯示,上司威權領導行為對銷售人員適應性銷售及勤奮工作呈顯著正向影響。最後研究者依據實證結果提出管理建議及後續研究建議。
In most business enterprises, the salespersons play the role of communicator and boundary-spanner between company and consumers. They present a company to sale products and a customer to interact with each department of a company, and interact frequently with the supervisors, colleagues and clients. 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. This study, focusing on supervisors’ paternalistic leadership behaviour (including authoritarianism, benevolence and moral leadership) and salespeople’s goal orientation (e.g., learning, proving and avoiding goal orientation), explores the influence of supervisor’s leadership behavior and salespeople’s goal orientation on and subordinate’s trust in supervisor, and felt trust from supervisor, and the effect of interpersonal trust on salespersons’ in-role (such as adaptive selling, working hard) and extra-role behaviors--organizational citizenship behavior. Two hundred and seventy-one salespeople from life insurance industry in Tainan were sampled as subjects. Factor analysis shows that helping behavior, civic virtue and sportsmanship combined as one dimension-organizational citizenship behavior. Multiple regression analysis shows that (1) benevolence and moral leadership have positive impact on interpersonal trust; (2) salepeople’s learning orientation has directly positive impact on organizational citizenship behavior and working hard; proving and avoiding orientations have positive impact on subordinates felt trust from supervisor, (3) salespeople’s interpersonal trust and mutual trust all have positive impact on adaptive selling, working hard and organizational citizenship behavior, (4) incremental path shows that authoritarianism leadership has directly positive impact on salespeople’s adaptive selling and working hard. Finally, suggestions for management and recommendations for future research are presented.