在大部份的商業組織裡,銷售人員是創造營收及產生成本的主要來源;因此,成功的銷售力管理在決定企業經營的成奶W極為重要。然而,銷售人員在面對銷售挫折或困難問題時常呈現不同的反應:有的變得士氣低落、對銷售工作喪失了興趣;有的則頗為享受這種挑戰,深信最後一定能解決問題。是什麼因素導致銷售人員的不同反應呢?教育心理學家的個人目標取向理論提供了一個或能有效解釋銷售人員反應差異的架構。 本研究以銷售人員的目標取向(包括學習取向、證明取向、及迴避取向)為焦點,探討、推論銷售人員的個人信念(包括成氐k因信念及智能可改善性信念)、及內部組織環境因素(包括認知組織的競爭心理氣氛及組織對學習的承諾)對銷售人員目標取向的影響,銷售人員目標取向對其銷售行為績效(如適應性銷售、勤奮工作)及銷售績效的影響,並以國內人壽保險業的357位銷售人員、汽車銷售業的376位銷售人員為問卷調查實證對象。 迴歸分析結果顯示,智能實體論信念對個人目標取向之影響相對有限;成功歸因信念及組織環境因素才是影響銷售人員目標取向的決定要素。本研究亦顯示,銷售人員的學習及證明目標取向對其銷售行為績效呈顯著的正向影響、迴避目標取向對其銷售行為績效呈顯著的負向影響。此外,銷售人員的銷售行為績效愈高、銷售績效亦愈高。最後研究者依據實證結果提出數點銷售力管理的建議及後續研究的建議。
The salesperson is a major revenue-producing and cost-generating factor in most business enterprises. Consequently, the successful management of sales-force is of central importance in determining the success of the firm. However, one frequently observes differences among salesperson in their response patterns to setbacks or difficulties with sales tasks, some became demoralized and express little interest in continuing with the sales task, whereas others appeared to enjoy the challenge, remained confident that they could eventually solve the problems. What accounts for these differences in salespeople’s response patterns? Theory on individual goal orientations by educational psychologists provides a potentially powerful framework for explaining many such differences. The study, with a focus on salesperson’s goal orientations (including learning, proving and avoiding goal orientation), explores the influence of salespeople’s belief in both success attribution and intelligence improvability, and organizational environment factors (e.g., organizational commitment to learning and perceived intra-organizational competitive psychological climate) on salesperson’s goal orientations, and the relationship of salespersons’ goal orientations to their selling behavioral performance and sales performance. Three hundreds and fifty-seven salespersons from life insurance industry and three hundreds and seventy-six salespersons from car dealer industry will be sampled as empirical subjects. The findings of regression analysis indicate that salespersons’ belief in entity theory have limited influences on their goal orientation, salespersons’ belief in success attribution and organizational environment factors are the determinants of salesperson’s goal orientations. The results also show that both learning and proving goal orientations have positive relationship to salespersons’ selling behavioral performance, and avoiding goal orientation is negatively related to their selling behavioral performance. Moreover, the higher the selling behavioral performance is, the higher the sales performance. Finally, managerial implications for sales-force management and recommendations for future research are presented.
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