探討銀行客服銷售人員與顧客購買意圖之關聯性－在消費金融與財富管理商品之比較

A Study on the Relationship between Call Center Sales Staff and Customer Purchase Intention-the Comparison of Consumer Financial Products and Wealth Management Products

謝佳宏(Chia-Hung Hsieh)；莊雅慧(Ya-Hui Chuan)

客服中心 ； 銷售人員特質 ； 金融商品 ； 購買意圖 ； Call center ； Sales staff characteristics ； Financial products ； Purchase intentions

企業管理學報

94期（2012 / 09 / 01）

19 - 39

繁體中文

本研究從顧客對銀行客服銷售人員的特質觀點出發，探討客服中心銷售人員和顧客購買意圖之間的關聯性，以補足銀行業客服銷售人員特質之缺口，並以金融商品（包括消費金融和財富管理）為研究變數，探討在不同金融商品上客服中心銷售人員特質對顧客購買意圖之比較，並針對國內銀行業接受過客服銷售人員服務的顧客進行抽樣調查，總共回收297份有效問卷。研究結果發現，對整體金融商品而言，銀行客服銷售人員的溝通能力、銷售知識、服務態度之特質對顧客購買意圖有正向影響。然而，在消費金融商品上顧客最重視之人員特質為銷售知識，其次為服務態度，再者為溝通能力，最後是專業能力；在財富金融商品上顧客最重視溝通能力，其次為銷售知識，再者為服務態度。最後，本研究提出結論與管理意涵，提供銀行客服中心加強銷售人員特質訓練之參考依據。

This study started from the view of the customer call center sales staff characteristics to investigate the correlation between the call center sales staff and customer purchase intentions. In order to explore the characteristic gap of call center sales staff, thus financial products (includes consumer financial product and wealth management product) were used for research variables to compare the different characteristics of call center sales staff on financial products of customers purchase intention. This study is an empirical study which was conducted to survey the customers had received service from sales staff of domestic banking industry, total 297 effective samples have been collected. The results showed that the overall financial products, the communication skills, marketing knowledge, and service attitude are positively influenced customer purchase intention. However personnel characteristics of the most important customer in the consumer financial products marketing knowledge, followed by the service attitude, communication skills, and the professional competence. In addition, we also found that the most important communication skills in the wealth of financial products on customers, followed by sales knowledge and the service attitude. In final, the concept of this study may provide insights and implications for customer call center of banking industry to realized and identify the skills training.

1. Serchuk, A. (1997). Who is the service center's customer. Metal Center News. Retrieved from http://www.metalcenternews.com
2. Anderson, E.,Oliver, R. L.(1987).Perspectives on behavior-based versus outcome-based salesforce control systems.Journal of Marketing,51(4),76-88.
3. Armstrong, G.,Kotler, P.(2003).Marketing an Introduction.N. J.:Prentice Hall Inc..
4. Baldauf, A.,Cravens, D. W.,Grant, K.(2002).Consequences of sales management control in field sales organizations: A cross-national perspective.International Business Review,11(5),577-609.
5. Boorom, M. L.,Goolsby, J. R.,Ramsey, R. P.(1998).Relational communication traitsand their effect on adaptiveness and sales performance.Journa1 of the Academy of Marketing Science,26(1),16-31.
6. Cooper, R. W.,Frank, G. L.,Williams, A. P.(2003).The life insurance industry's ethical environment: Has it improved in the new millennium?.Journal of Financial Service Professionals,26(1),16-31.
7. Dixon, A. L.,Spiro, R. L.,Jamil, M.(2001).Successful and unsuccessful sales calls: Measure salesperson attribution and behavior intentions.Journal of Marketing,65(4),64-78.
8. Doney, P. M.,Cannon, J. P.(1997).An examination of the nature of trust in buyer-seller relationships.Journal of Marketing,61,35-51.
9. Engel, J. F.,Roger, D. B.,Miniard, P. W.(2001).Consumer Behavior.:Harcourt Bruce Jovanovich College Publishers.
10. Erika, R.(1999).The 10 traits of top salespeople.Sales and Marketing Management,15(1),34-37.
11. Holt, S.(1998).Customer Service Marches Front and Center.Info-world,20(38),75.
12. Howe, V.,Hoffman, K. D.,Hardigree, D. W.(1994).The relationship between ethical and customer-oriented service provider behaviors.Journal of Business Ethics,13(7),497-506.
13. Kalakota, R.,Robinson, M.(1999).E-Business: Roadmap for Success.New York:Addison-Wesley Longman, Inc..
14. Lagace, R. R.,Dahlstrom, R.,Gassenheimer, J. B.(1991).The relevance of ethical salesperson behavior on relationship quality: The pharmaceutical industry.Journal of Personal Selling and Sale Management,11(4),39-47.
15. Oliver, R. L.,Anderson, E.(1994).An empirical test of the consequences of behavior and outcome-based sales control systems.Journal of Marketing,58(4),53-68.
16. Pilling, B. K.,Eroglu, S.(1994).An empirical examination of the impact of salesperson empathy and professionalism and merchandise salability on retail buyers evaluations.The Journal of Personal Selling and Sales Management,14(1),45-58.
17. Robbins, S. P.(2005).Organizational Behavior.N.J.:Prentice Hall Inc..
18. Schiffman, L. G.,Kanuk, L. L.(2000).Consumer Behavior.N. J.:Prentice Hall Inc..
19. Sethi, V.,King, W. R.(1994).Development of measures to assess the extent to which an information technology application provides competitive advantage.Management Science,40(12),1601-1627.
20. Sirohi, N.,McLaughiin, E. W.,Wittink, D. R.(1998).A model of consumer perceptions and store loyalty intentions for a supermarket.Journal of Retailing,74(2),223-245.
21. Spears, N.,Singh, S. N.(2004).Measuring attitude toward the brand and purchase intentions.Journal of Current Issues and Research in Advertising,26(2),53-66.
22. Swan, J. E.,Nolan, J. J.(1985).Gaining customer trust: A conceptual guide for the salesperson.Journal of Personal Selling and Sales Management,5(2),39-48.
23. Weitz, B. A.,Sujan, H.,Sujan, M.(1986).Knowledge, motivation, and adaptive behavior: A framework for improving selling effectiveness.Journal of Marketing,50(4),174-191.
24. Zeithaml, V. A.(1988).Consumer perception of price, quality, and value: A means-end model and synthesis of evidence.Journal of Marketing,52,2-22.
25. 王白蓉(2006)。碩士論文(碩士論文)。逢甲大學經營管理碩士在職班。
26. 徐褔光(2004)。碩士論文(碩士論文)。交通大學高階主管管理學程。
27. 莊雅慧(2012)。碩士論文(碩士論文)。銘傳大學管理學院碩士在職專班。
28. 許士軍(1987)。管理學。台北市:東華書局。
29. 許世榮(2006)。碩士論文(碩士論文)。逢甲大學經營管理學院碩士在職專班。
30. 曾世忠(2003)。效率客服─客服中心的程序規劃。新北市:台灣培生教育出版。
31. 楊緒永(2009)。碩士論文(碩士論文)。南華大學企業管理系。
32. 蔡福林(2010)。碩士論文(碩士論文)。銘傳大學管理研究所在職專班。

1. (2024)。新版「金融人才特質測驗」之發展。測驗學刊，71(1)，1-51。