銷售力自動化系統的溶入對銷售人員績效之影響

The Effect of Sales Force Automation System Infusion on Salesperson Performance

李宜明(Yi-Ming Lee)

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(2008年)

摘要

在人員銷售及顧客關係管理上，資訊科技扮演的角色愈來愈重要。為了有效的管理顧客關係、提昇銷售人員的生產力，許多公司求助於銷售力自動化(SFA)系統。許多研究以企業銷售人員對SFA系統的接受來判定SFA系統的成功或失敗，並致力找出銷售人員接受SFA的前因。然而，除非銷售人員接受（或使用）SFA系統的結果有明顯的價值，否則以「接受（或使用）」來判定資訊科技的成敗可能並不適宜。遺憾的是，至今少有研究探討、驗證銷售科技的使用對銷售人員績效的影響及其影響機制。
本研究綜合Churchill等人(2000)的銷售行為、績效、及效能模式，及Weitz等人(1986)的適應性銷售架構，建構出銷售人員使用SFA系統對其銷售績效影響機制的理論模式。本模式除了探討SFA溶入對個別銷售人員銷售績效的影響外，並推論銷售人員的專業知識、顧客拜訪生產力、適應性銷售行為在「SFA溶入對個別銷售人員銷售績效的影響」之中介角色。並以國內近期導入SFA系統的一家壽險公司的189位銷售人員為驗證對象。
驗證性因素分析(CFA)顯示，本研究問卷各量表具有極佳的整體配適度、信度及效度。結構方程模式(SEM)的路徑分析(path analysis)結果顯示，(1)銷售人員SFA系統的溶入對其銷售績效呈顯著正向影響，且完全是透過中介變項（專業知識、及顧客拜訪生產力）間接影響銷售績效，其中又以專業知識的中介路徑影響最為顯著；(2)銷售人員的專業知識對其適應性銷售行為、及銷售績效皆呈顯著正向影響；(3)銷售人員的顧客拜訪生產力對其銷售績效呈顯著正向影響，惟適應性銷售行為對銷售績效則無顯著影響。最後研究者依據實證結果提出建議，以供企業主管及人力資源部門參考，並提出後續研究的建議。

關鍵字

銷售力自動化 ； 銷售管理 ； 資訊科技 ； 銷售人員績效

並列摘要

Information technology (IT) plays an ever-increasing role in personal selling and customer relationship management. Many companies are turning to sales force automation (SFA) tools in order to effectively manage customer relationships and enhance sales force productivity. Most research identifying the success due to SFA acceptance by salespeople, and attend to find the antecedents of SFA acceptance by salespeople. However, it may be inadequate in determining the success due to IT acceptance (or usage) unless the consequences of its “acceptance (or usage)”are obviously valuable. Regretably, there are fewer studies exploreing the effect of sales technology on salesperson performance and its mechanisms.
This study, integrating the model of selling behavior, performance, and effectiveness proposed by Churchill et al., (2000) and the adaptive selling framework proposed by Weitz et al., (1986), develops a theoretical model of the effect of SFA system infusion by salespersons on their sales performance and its mechanisms. This model not only explores the influence of salesperson’s SFA infusion on sales performance but also infers the mediating effects of salesperson’s knowledge, call productivity, and adaptive selling behavior on the relationships between SFA infusion and sales performance. One hundred and eighty-nine salespeople from one life insurance enterprise were samples as subjects.
The results of confirmatory factor analysis indicate that this questionnaire scales have good model fit, reliability and validity. This SEM path analysis shows that (1) salesperson’s SFA system infusion has positive impact on sales performance, also SFA system infusion has a indirect impact through knowledge and call productivity on sales performance, moreover, mediating path of knowledge significantly contributes to sales performance, (2)salesperson’s knowledge has a significant impact on adaptive selling behavior and sales performance, (3)salesperson’s call productivity has a significant impact on sales performance, adaptive selling behavior did not has any significant impact on sales performance. Finally, suggestions for business authorities and human resources department, and recommendations for future research are presented.

並列關鍵字

sales force automation ； sales management ； information technology ； salesperson performance

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