题名

銷售力自動化對銷售人員績效之影響：年齡及銷售經驗的干擾角色

并列篇名

The Effect of Sales Force Automation on Salesperson's Performance: the Moderating Roles of Age and Sales Experience

作者

陳嵩(Song Chen)；李佩芬(Pei-Feng Lee)；陳光偉(Kuang-Wei Chen)

关键词

銷售力自動化 ； 客訪效率 ； 適應性銷售行為 ； 銷售績效 ； sales force automation ； call efficiency ； adaptive selling behavior ； sales performance

期刊名称

輔仁管理評論

卷期/出版年月

20卷2期（2013 / 05 / 01）

页次

51 - 86

内容语文

繁體中文
中文摘要

本研究則延伸過去的研究，依據企業導入銷售力自動化（sales force automation，簡稱SFA）系統的目的，探討SFA系統使用、客訪效率、適應性銷售行為、及銷售績效的關聯，以及年齡（及銷售經驗）對SFA系統使用與客訪效率（及適應性銷售行為）關聯的干擾角色，並以近期導入SFA系統的某壽險公司280位理財專員為問卷調查實證對象。結構方程模式分析結果顯示，銷售人員SFA系統使用、客訪效率及適應性銷售行為對銷售績效皆呈顯著的正向直接影響。此外，年長銷售人員的SFA使用對客訪效率呈顯著正向影響、年輕銷售人員的影響則不顯著；銷售人員愈乏銷售經驗、SFA系統使用對適應性銷售行為的正向影響愈強烈。最後研究者提出一些企業導入SFA系統的管理建議及後續研究建議。
英文摘要

Drawing from previous work examining the direct link between SFA usage and sales performance, the present research expands previous studies by exploring not only the mediating mechanisms of call efficiency and adaptive selling behavior through which this link occurs, but also the moderating roles of sales experience and age in these mediating links. Two hundreds and eighty financial consultants from one life insurance firm were sampled as subjects. Using structural equation modeling, our findings indicate that SFA usage, call efficiency and adaptive selling behavior all have directly positive impacts on sales performance. Moreover, the results also show that the positive relationship between SFA usage and call efficiency is significantly positive for older salespersons, but this relationship becomes non-significant for younger ones. In addition, sales experience moderates the positive relationship between SFA usage and adaptive selling behavior, and the higher the sales experience is, the greater the positive relationship is. Finally, managerial implications and directions for future research are suggested.
主题分类 社會科學 > 管理學
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