一般性信任對銷售人員倫理行為與顧客忠誠度關係間干擾效果之研究

一般情況下消費者都會信任銷售人員所說的話，並且期待得到和銷售人員所承諾完全相同的產品，然而因為銷售人員不倫理的行為導致了雙方產生越來越多的糾紛和商業訴訟，尤其當顧客對產品或服務缺乏專業知識時就很容易會被欺騙或誤導。另一方面如果顧客認為銷售人員有正面的倫理銷售行為時，他們會傾向信任該銷售人員以及該公司。因此顧客的信任包含對銷售人員的信任和對公司的信任，而此兩種信任也會引導出顧客忠誠度。然而每個人都有自己對於人性的評價，過去文獻也顯示個人一般性信任的傾向在發展信任關係中被視為是一個重要的變數，因此本研究試著去探討一般性信任在銷售人員的倫理銷售行為和顧客忠誠度之間的干擾效果。過去的研究指出人壽保險產業是一個在倫理上面臨高度混亂的環境，因此本研究針對台灣最大的國泰人壽保險公司的客戶作為研究的主體，並依照國泰人壽其市佔率在全省所劃分的11個區域來進行分層抽樣，每區發放100份問卷總計發放1,100份問卷，回收有效問卷為215份，有效回收率為19.55%，再以AMOS 6.0統計軟體進行線性結構方程模式分析。研究結果發現： (1)倫理銷售行為正向顯著的影響顧客對銷售人員與公司的信任，而此兩種信任也正向顯著的影響顧客忠誠度； (2)倫理銷售行為對顧客忠誠度的影響並不顯著； (3)一般性信任會調節銷售人員的倫理銷售行為對公司所產生的信任以及銷售人員信任對顧客忠誠度的影響。基於上述的研究發現，公司應建立值得信任的形象以及重視業務員銷售時的倫理，以期能夠有效的提升顧客忠誠度。

關鍵字

顧客忠誠度；信任；倫理行為；一般性信任

並列摘要

In general situation, the consumers trust in what the salespersons told them and expect to receive the products exactly the same as what the salespersons promise to them. However, more and more controversies and commercial disputes arise between customers and salespersons because of the salesperson’s unethical behavior. The customers are easily to be cheated or mystified especially when they are lack of professional knowledge about the products. On the other hand, if the customers think their salespersons have a positive ethical sales behavior, they would tend to trust in the salespersons as well as the company. Hence, the customer’s trust consists of trust in the salespersons and trust in the company, and these two trusts would lead to customer loyalty. However, everyone has his/her own evaluation about the humanity, and the former researches suggest an individual’s generalized tendency to trust is considered to be an important variable in the development of trusting relationships. Therefore, this study tries to examine the moderating impact of general trust on the relationship between salesperson’s ethical sales behavior and customer loyalty. Former research indicates that the life insurance industry is always facing a highly troubled ethical environment. Hence, the research subjects are the customers of the largest insurance company, Cathay Life Insurance Co., Ltd, in Taiwan. Based on the market share in each geography 11 regions distributed in Taiwan defined by Cathay Life Insurance Company, questionnaires are provided to the customers in these regions by stratified sampling. Sending 100 questionnaires in each region, and the total number of delivered questionnaires is 1,100. There is a total of 215 valid questionnaires and the valid response rate is 19.55%. Then, this study uses AMOS 6.0 statistical software to do the structural equation model analysis. The results of this study indicate that: (1) ethical sales behavior positively affects customer trust in the salesperson and the company, and these two trusts also positively affect customer loyalty; (2) ethical sales behavior doesn’t significantly affect customer loyalty; (3) general trust moderates the customer trust in the company derived from salesperson’s ethical sales behavior and also moderates the customer loyalty derived from the customer trust in the salesperson. According to the above-mentioned results, the company establishes a trust worthy feeling and emphasizes the morality and disciplines on the salesperson’s behavior could be a good way to improve the customer loyalty.

並列關鍵字

Customer loyalty ； Trust ； Ethical behavior ； General trust

參考文獻

Anderson, J. C. and D. W. Gerbing. “Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach.” Psychological Bulletin 103, no.3 (1988): 411-423.

Beatty, S. E., M. Mayer, J. E. Coleman, K. E. Reynolds, and J. Lee. “Customer-Sales Associate Retail Relationships.” Journal of Retailing 72, no.3 (1996): 223-247.

Bellizzi, J. A. and R. E. Hite. “Supervising Unethical Salesforce Behavior.” Journal of Marketing 53, no.2 (1989): 36-47.

Bitner, M. J., B. H. Booms, and M. S. Tetreault. “The Service Encounter: Diagnosing Favorable and Unfavorable Incidents.” Journal of Marketing 54, no.1 (1990): 71-84.

Blau, P. M. Exchange and Power in Social Life. New York: Wiley, 1964.

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一般性信任對銷售人員倫理行為與顧客忠誠度關係間干擾效果之研究

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