顧客溝通風格和銷售人員影響戰術對影響效果的影響：以越南為例

The Effects of Customer Communication Style and Salespeople’s Influence Tactics on Influence Effectiveness: Empirical Evidence from Viet Nam

阮鳳貴(PHUONG-QUY NGUYEN)

指導教授 ： 吳文貴

朝陽科技大學/管理學院/企業管理系/碩士(2017年)

摘要

The purpose of this study is to examine the effects of customers’ communication styles and salespeople’s influence tactics on the influence effectiveness. An survey research with questionnaire survey was conducted to collect data in Vietnam to test the proposed research framework. People in Vietnam responded to the survey during May of 2017, to June 25, 2017. Among the 500 questionnaires issued, there were 318 valid responses, forming effective response rate of 63.6% percent. The results showed that the salespeople adopt different influence tactics according to customers’ communication styles. The influence tactics adopted by salespeople will lead to different influence effectiveness. We also found that the customers’ communication styles will lead to different influence effectiveness. The results of this study provide important values and implications for both theoretical researchers and managers.
Keywords: customer communication style, salespeople’s influence tactics, effectiveness of salespeople’s influence tactics

關鍵字

顧客溝通風格 ； 銷售人員影響戰術

並列摘要

The purpose of this study is to examine the effects of customers’ communication styles and salespeople’s influence tactics on the influence effectiveness. An survey research with questionnaire survey was conducted to collect data in Vietnam to test the proposed research framework. People in Vietnam responded to the survey during May of 2017, to June 25, 2017. Among the 500 questionnaires issued, there were 318 valid responses, forming effective response rate of 63.6% percent. The results showed that the salespeople adopt different influence tactics according to customers’ communication styles. The influence tactics adopted by salespeople will lead to different influence effectiveness. We also found that the customers’ communication styles will lead to different influence effectiveness. The results of this study provide important values and implications for both theoretical researchers and managers.
Keywords: customer communication style, salespeople’s influence tactics, effectiveness of salespeople’s influence tactics

並列關鍵字

customer communication style ； salespeople’s influence tactics

參考文獻

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