上司家長式領導對銷售人員目標取向及績效之影響－以銀行理財專員為例

The Influence of Supervisors' Paternalistic Leadership Styles on Subordinates' Goal Orientations and Performance: A Case of Bank's Financial Consultants

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

家長式領導 ； 目標取向 ； 銷售人員 ； 績效 ； Paternalistic Leadership ； Goal Orientations ； Salesperson ； Performance

企業管理學報

77期（2008 / 06 / 01）

1 - 46

繁體中文

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、銷售主管則是影響銷售人員的績效表現的重要關鍵；因此，如何透過銷售主管的有效領導以提昇銷售人員的績效，是企業界與學術界所關注的焦點。由於家長式領導則是華人社會特有的領導型態，過去的研究顯示銷售人員的目標取向會影響其銷售行為及銷售績效，因此本研究特以上司家長式領導（仁慈領導、威權領導）為焦點，探討、推論上司家長式領導對銷售人員目標取向（包括學習取向、證明取向、及迴避取向）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，並以國內銀行業的251位理財專員為問卷調查實證對象。因素分析顯示，威權領導可進一步區分為兩構面－威嚴及專權領導行為。路徑分析結果顯示，(1)上司仁慈領導行為對銷售人員的學習及證明目標取向呈顯著正向影響，對迴避目標取向則呈顯著負向影響；(2)上司威嚴和專權領導行為對銷售人員學習目標取向呈顯著負向影響，專權領導對迴避目標取向呈顯著負向影響；(3)銷售人員的學習及證明目標取向對其銷售行為呈顯著的正向影響，迴避目標取向對其勤奮工作行為呈顯著的負向影響。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 salespersons by sales manager is of central importance in determining the success of the firm. Understanding the way adopted by sales managers to motivate salespeople, improve their capability, and consequently increase their outcome performance has long been a topic of research interest to marketing academicians and practitioners. The study explores the influence of supervisors' paternalistic leadership styles (including benevolence and authoritarianism leadership) on salesperson's goal orientations (i.e., learning, proving and avoiding goal orientation). Furthermore, infers that the influence of the relationship of salespersons' goal orientations to their selling behavioral performance and sales performance. Two hundreds and fifty-one financial consultants from bank industry in Taiwan were sampled as subjects. Factor analysis shows that authoritarianism concept could resolve into two dimensions, majesty and centralism leadership. Path analysis indicates that (1) benevolence leadership has positive impact on salespeople's learning and proving orientations, but negative on avoiding orientation, (2) majesty and centralism leadership has negative impact on salespeople's learning, and the latter shows positive impact on avoiding orientation, and (3) salespeople's learning and proving orientations have positive impact on salespeople's selling behavioral performance. Moreover, the higher the selling behavioral performance is, the higher the sales performance. Finally, suggestions for salesforce management and recommendations for future research are presented.

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