轉型領導風格對銷售人員工作態度及其態度對銷售績效影響之研究

A research of the effects of the transformational leadership on the job attitudes of the salespeople and the effects of the job attitudes on the sales performance

王傅平(Fu-ping Wang)

指導教授 ： 洪德俊

國立中央大學/管理學院/企業管理學系/碩士(2007年)

摘要

領導者對於組織之生存以及發展負有相當大的責任，銷售更是企業獲取利潤的來源，銷售人員不但主宰著企業營收，相反的也是成本的來源之一，因此領導者要如何提高員工的工作滿意度及組織承諾，使其能對組織忠誠、對工作滿意進而提高其銷售績效是一個相當重要的研究課題。本論文以轉型領導風格為研究主題，探討其風格對銷售人員工作態度的影響，接著再探討銷售人員的工作滿足及組織承諾是否會對其銷售績效造成影響。

本研究以出版業的銷售人員為研究樣本，問卷完成後，先經過在此相關產業有八年工作經驗的專家檢視過後，利用my3q網路問卷以及紙本方式蒐集問卷。經過一個月的蒐集時間，問卷總共回收118份，皆為有效樣本。

本研究採用線性結構模式來驗證其潛在變數間的因果關係。實證結果顯示，具有「轉型領導風格」的領導者，會正向影響銷售人員的「工作滿足」及「組織承諾」；而對工作感到滿足的銷售人員則會正向影響其「銷售績效」，但對組織有忠誠度的銷售人員卻對「銷售績效」無正向的影響關係。

關鍵字

轉型領導 ； 工作態度 ； 工作滿足 ； 組織承諾 ； 銷售績效

並列摘要

The leader has a keen sense of responsibility on the existence and development of company. And sales are the main source of the company incomes. If the salesperson can’t bring great sales, he or she will be a great cost in the company. Therefore, the leader must enhance not only the performance of the salesperson but the job satisfaction and organizational commitment of them. The objective of this research is to examine the impact of transformational leader behaviors on the job satisfaction and organizational commitment of salespeople as well as the impact of job satisfaction and organizational commitment on the performance of salespeople.

The sample of this study comprised 118 salespeople working in the publishing industry. The salespeople sold multiple subjects of books to the parents having children studying in the junior high school or the elementary school. Data were collected via online questionnaires and paper questionnaires distributed to the salespeople. All questionnaires are effective.

The findings of this study show that the transformational leadership is the significant antecedent of the job satisfaction and organizational commitment of the salespeople. In addition, the job satisfaction positively influences the sales performance of the salespeople. But we can’t find the evidence that the salesperson having organizational commitment will positively influence sales performance.

The results of this study offer valuable insights for the sales managers attempting to develop and maintain the style of the transformational leadership. This kind of leadership will bring and maintain highly satisfied and committed salespeople, and prompt them to get better sales performance.

並列關鍵字

job satisfaction ； transformational leadership ； sales performance ； organizational commitment

參考文獻

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