知覺目標互賴姓對銷售人員販售導向／顧客導向銷售的影響

The Influence of Perceived Goal Interdependence on Salespersons’ Sales- Oriented and Customer-Oriented Selling

10.3966/181666012016041201001

陳嵩(Song Chen)；鄭怡雯(Katrina Cheng)

販售導向銷售 ； 顧客導向銷售 ； 目標互賴 ； sales-oriented selling ； customer-oriented selling ； goal interdependence

行銷科學學報

12卷1期（2016 / 04 / 01）

1 - 22

繁體中文

什麼因素導致銷售人員顧客導向銷售行為的差異，一直都是行銷研究者關注的議題。本研究應用目標互賴理論探討銷售人員對滿足顧客需求、達成個人銷售績效這兩個目標之互賴性關係認知（包括合作性互賴及競爭性互賴）對其販售導向／顧客導向銷售的影響，並以327 位壽險業務人員為問卷調查對象。結構方程模式分析顯示，銷售人員的合作性互賴認知對其販售導向／顧客導向銷售分別呈現顯著影響，且合作性互賴認知會緩和競爭性互賴認知對顧客導向銷售的負向影響。最後，本研究依據實證結果提出學術與管理意涵、及後續研究之建議。

The key Factors that contribute and determine to salespersons’ differences in customer-oriented selling behavior have always been a major interest for marketing researchers. This study, applying the theory of goal interdependence, investigates the relationships of salespersons’ perceived goal interdependence (including cooperative interdependence and competitive interdependence) to their customer-oriented (CO) and sales-oriented (SO) selling behaviors. Three hundred and twenty-seven salespeople from four life insurance firms in Taiwan were sampled as subjects. The results of structural equation modeling indicate that salespeople’s perceived cooperative and competitive interdependence all have significant influence on their CO/SO selling, and cooperative interdependence can mitigate the negative effect of competitive interdependence to CO selling. Finally, theoretical implications for academic application, managerial implications for managers and directions for future research are suggested.

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