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  • 學位論文

銷售人員競爭資訊行為與績效及工作滿意度之關聯性研究

How Salesperson’s Competitive Intelligence Behavior Works on Performance and Job Satisfaction

指導教授 : 張惠真
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摘要


由於對績效的重要影響,銷售人員競爭資訊行為(SCIB)目前已成為研究的熱門焦點之一,銷售人員競爭資訊行為包括銷售人員競爭資訊收集(SCIC)、銷售人員競爭資訊利用(SCIU)及適應性銷售行為(ASB)。我們研究的主要目的是探索銷售人員競爭資訊行為對績效和工作滿意度的影響以及探討其潛在的前因和銷售人員競爭資訊行為之間的關係。在我們的研究中所探討的銷售人員競爭資訊行為潛在前因包括組織認同,角色衝突和客戶導向。同時,我們也納入主管的行為(即給予部屬的獎勵和自主權)在我們的研究中觀察它的調節作用。 我們的問卷是透過Google線調查系統發送出去。總共回收了507份問卷,其中18份問卷為無效的數據。我們根據489份有效的問卷數據進行最後的分析。我們採用了Cronbach alpha 和 Composite Reliability (CR) 進行每個每個變異數的信度分析,同時採用了驗證性因素分析(CFA)進行每個題項的效度分析,即因素載荷量(λ),最後根據本研究之假說透過迴歸分析驗證各變異數之間的關係。為了做更多探討,我們採用了ANOVA和Scheffe Test做進一步的分析。 研究結果發現:(1) 組織認同和客戶導向增加了銷售人員的競爭資訊收集和適應性銷售行為,而角色衝突則減少了銷售人員的競爭情報收集和適應性銷售行為。(2) 銷售人員的競爭情報收集增加銷售人員的競爭情報的利用而且銷售人員的競爭情報的利用增強了適應性銷售行為。(3) 無論是銷售人員的競爭情報的利用或適應性銷售行為均提高了績效及工作滿意度。(4) 績效和工作滿意度互有正向的影響作用。(5) 主管給予部屬的獎勵並不顯著強化/削弱所有的前因和銷售人員競爭資訊收集之間的關係,然而,它顯著削弱了角色衝突和客戶導向對適應性銷售行為的正向影響。(6) 主管給予部屬的自主權強化了銷售人員競爭資訊收集對銷售人員競爭資訊利用的正相關係,但削弱了銷售人員競爭資訊利用和適應性銷售行為之間的正相關係。

並列摘要


Salesperson’s Competitive Intelligence Behavior (SCIB), including Salesperson’s Competitive Intelligence Collection (SCIC), Salesperson’s Competitive Intelligence Utilization (SCIU) and Adaptive Selling Behavior (ASB), has currently become a hot topic for research due to its important impact on performance. The main purpose of this study is to explore how SCIB impact on performance and job satisfaction and the relationship between the potential antecedents and SCIB. The potential antecedents identified in this study are organizational identification, role conflict and customer orientation. At the meantime, we also involved the moderating effects of manager’s behavior i.e. recognition and autonomy in this study. Our questionnaires were sent out via Google online survey system. In total 507 feedbacks were received. 18 out of the 507 feedbacks were considered as un-qualified data. 489 feedbacks were identified as qualified data and went for final analysis. Cronbach alpha and Composite Reliability (CR) was used to test the reliability of each variable and Confirmatory Factor Analysis (CFA) was adapted to exam the validity i.e. factor loading (λ) of each measurement. Correlation analysis and Post hoc ANOVA and Scheffe test were executed to dig out more findings. Both organizational identification and customer orientation increase salesperson’s competitive intelligence collection and adaptive selling behavior while role conflict reduced both salesperson’s competitive intelligence collection and adaptive selling behavior. SCI collection increases the utilization of SCI and SCI utilization enhances adaptive selling behavior. Both SCI utilization and adaptive selling behavior increase performance and job satisfaction. Performance and job satisfaction have positive effects on each other. Managerial recognition doesn’t significantly strengthen/weaken the relationship between all the antecedents and SCI collection. However it significantly weakens the effects of role conflict and customer orientation on adaptive selling behavior. High level of autonomy strengthens the positive relationship between SCI collection and SCI utilization but weakens positive relationship between SCI utilization and adaptive selling behavior. Keywords: Salesperson’s Competitive Intelligence Behavior (SCIB), Salesperson’s Competitive Intelligence Collection (SCIC), Salesperson’s Competitive Intelligence Utilization (SCIU), Adaptive Selling Behavior (ASB), Organizational Identification, Role Conflict, Customer Orientation, Performance, Job Satisfaction, Managerial Recognition, Autonomy

參考文獻


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