團隊社會資本與調適性銷售能力對工作滿意度之影響

過去許多行銷相關研究皆證實，若銷售人員能成功的執行調適銷售，將有助於銷售績效之提升。如何促使銷售人員成功銷售以及提高銷售績效，是長久以來在銷售管理的學術界與實務界皆所被關注的行銷課題之一。揆諸過去有關調適銷售的研究可發現，學者不是從個人層級因素,就是從組織層級因素探討其對調適銷售之影響，卻忽略團隊層級的相關因素亦可能會影響銷售人員執行調適銷售的能力。據此，本研究擬從團隊社會資本之觀點，探討團隊社會資本（結構(團隊緊密性)、關係(整體信任)及認知(共同價值觀)資本)對於銷售人員執行調適銷售的能力之影響，以及調適銷售的能力是否有助於銷售人員的工作滿意度之提升，以期能填補調適銷售相關的研究缺口。　　本研究實證結果發現：(一)結構資本(團隊緊密性)對調適銷售能力有正向的影響；(二)認知資本(共同價值觀)對調適銷售的能力有正向的影響；(三)調適銷售能力對工作滿意度的內在滿意度有正向的影響；(四)調適銷售能力對工作滿意度的外在滿意度有正向的影響；(五)結構資本(團隊緊密性)對工作內在滿意度有正向的影響；(六)認知資本(共同價值觀)對工作內在滿意度有正向的影響；(七)結構資本(團隊緊密性)對工作外在滿意度有正向的影響；(八)認知資本(共同價值觀)對工作外在滿意度有正向的影響。根據本研究結果，我們提出實務意涵與未來研究建議。

關鍵字

團隊社會資本；調適銷售能力工作滿意度

並列摘要

In the past, many marketing-related studies have confirmed that if sales personnel can successfully perform adjustment sales, it will help to improve sales performance. How to promote the successful sales of sales personnel and improve sales performance is one of the long-term marketing topics that have been paid attention to in the academic and practical circles of sales management. In the past, research on the adjustment of sales can be found that scholars do not discuss their impact on the adjustment of sales from the individual level factor, or from the organizational level factors, but ignore the relevant factors at the team level may also affect the sales staff's ability to adjust sales. so, this study intends to explore the impact of team social capital (structure (team tightness), relationship (whole trust) and cognitive (common values) capital on the ability of sales personnel to perform sales adjustments from the perspective of team social capital. And whether the ability to adjust sales helps the sales staff's job satisfaction increase, in order to fill the research gap related to the adjustment of sales. Discovered by the results of the study：(1) structural capital (team tightness) has a positive impact on the adjustment of sales ability;(2) cognitive capital (common values) has a positive impact on the ability to adjust sales; (3) adaptation Sales ability has a positive impact on the internal satisfaction of job satisfaction; (4) Adjusting sales ability has a positive impact on the external satisfaction of job satisfaction; (5) Structural capital (team tightness) is intrinsic to work Satisfaction has a positive impact; (6) Cognitive capital (common values) has a positive impact on job internal satisfaction; (7) Structural capital (team tightness) has a positive impact on job external satisfaction; (8) Cognitive capital (common values) has a positive impact on external job satisfaction. According to the results of this study, we present practical implications and future research recommendations.