銷售人員特質、販售/顧客導向銷售、銷售績效之關聯---情境觀點與實證

Linkages among Salespersons’ Characteristics, Selling Orientation-Customer Orientation, and Sales Performance: A Contingency Viewpoint and Empirical Study

陳佳伶(Chia-Ling Chen)

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(2009年)

摘要

顧客導向銷售是行銷理念的具體實踐，許多學術論述亦強調顧客導向銷售的重要性。然而過去的實證研究卻顯示，銷售人員顧客導向的銷售對其銷售績效的影響極為有限。學者們主張，這是因為在某些情境下，顧客導向銷售的機會成本高於其效益所導致。
本研究以銷售人員的「販售卅顧客導向」為焦點，探討銷售人員特質〈包括馬基維利主義、同理心、及目標導向〉對其販售卅顧客導向銷售行為之影響、銷售人員販售卅顧客導向銷售行為對其銷售績效之影響，並推論銷售情境〈合作關係、未來銷售〉對「販售卅顧客導向—銷售績效」關聯之影響，並以台中及高雄地區人壽保險業262位第一線業務人員為研究對象。
結構方程模式(SEM)的路徑分析(path analysis)結果顯示，（1）銷售人員馬基維利主義對販售導向行為呈顯著正向影響；（2）銷售人員同理心對顧客導向行為呈顯著正向影響、對販售導向行為呈顯著負向影響；（3）銷售人員學習目標取向對顧客導向呈顯著正向影響、對販售導向行為呈負向影響，證明及迴避目標取向對販售導向行為呈顯著正向影響。此外，干擾迴歸分析結果顯示，在高合作關係下，銷售人員顧客導向行為對銷售績效呈顯著正向影響；在低合作關係下，販售導向行為對銷售績效呈顯著正向影響。最後，本研究依據實證結果分別對企業銷售人員、銷售經理人、及人力資源部門提出建議。

關鍵字

個人特質 ； 販售/顧客導向 ； 銷售績效 ； 銷售情境

並列摘要

Customer-orientation is the concrete practice of marketing concept, and many academic papers also emphasis the importance of customer-orientation sales. However, past empirical research shows that the impact of salespersons’ customer-orientation sales on their sales performance is extremely limited. Scholars have argued that this is because in some situations, the opportunity cost of customer-orientation is much more than its effectiveness.
This study, with a focus on salespersons’ selling orientation-customer orientation, explored the influence of salespeople’s characteristics (including Machiavellism, empathy, and goal orientation) on their selling orientation-customer orientation behavior, and in turn on their sales performance. This study also infered sales situation (e.g., cooperative relationship, and the future sales) as moderating variables affecting the relationship of selling orientation-customer orientation to sales performance. 262 salespersons from life insurance industry in Taichung and Kaohsiung are were sampled as subject.
The path analysis of the structural equation modeling shows that (1)Machiavellism has significantly positive impact on sales-orientation behavior, (2)both empathy and learning goal orientation have significantly positive impact oncustomer-orientation behavior, but negative impact on sales-orientation behavior, (3)proving and avoiding goal orientation has positive impact on sales-orientation behavior. Moreover, moderated regression analysis showed taht customer-orientation has stronger positive influence on sales performance behavior when there has a high cooperative relationship, and sales-orientation has stronger positive influence on sales performance behavior when there has a low cooperative relationship. Finally, some recommendations based on the empirical findings were suggested for salespeople, sales manager, and the human resources department.

並列關鍵字

personality ； selling orientation-customer orientation ； sales performance ； sales situation

參考文獻

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