氣候變遷淨水器服務人員銷售力之研究

The Study on Sales Force of Water Purifier under Climate Change

10.6285/MIC.202203_11(1).0009

邱紹群(Shao-Chun Chiu)；江靜華(Ching-Hua Chiang)

淨水器 ； 顧客關係管理 ； 愉悅互動 ； 氣候變遷 ； Water Purifier ； CRM ； Enjoyable Interaction ； Climate Change

管理資訊計算

11卷1期（2022 / 03 / 01）

113 - 127

繁體中文

二十一世紀新興經濟體城市化和工業化快速發展，加上氣候變遷與COVID-19，致飲用水品質下降，民眾對淨水器的需求大幅增加，服務人員必須針對客戶需求推薦其適用的淨水設備。然而，服務人員管理對企業而言是一項艱鉅複雜工作，且是產品是否順利銷售的重大關鍵因素。顧客對服務人員的專業知識、信任、互動和風險知覺，是企業與顧客是否建立長期關係起點，且有機會讓顧客關係管理長期有利可圖。然而迄今為止，諸多企業對顧客關係管理研究，很少以顧客對服務人員的知覺為研究課題。此外，現有研究多以西方已開發國家為分析對象，因此，本研究選擇開發中國家的台灣為研究對象進行分析。本研究依據社會交換理論建構研究模型，並蒐集159位家庭客戶的有效樣本進行結構方程式分析。最後，本研究針對實證結果進行討論，萃取實務意涵，並對企業提出銷售力管理建議。

The urbanization and industrialization in emerging economies, coupled with climate change and COVID-19, has declined the quality of drinking water and increased the demand of water purifiers significantly. However, sales force management is a difficult task and a key factor of success of products for enterprises. The knowledge, trust, interaction and risk perception of sales force are to make customer relationship management profitable in the long term. However, so far, there is rarely to study the customer's perception of sales force as the research topic of customer relationship management. In addition, most of the existing research focuses on developed countries. Therefore, this study selects Taiwan, which is a developing country, as the research object for analysis. Our research model is based on social exchange theory, and collects valid samples of 159 family customers for structural equation analysis. Finally, we discusse the empirical results, extracts practical implications, and proposes sales force management recommendations for the company.

1. 何雍慶,蔡青姿(2009)。脈絡線索對網路購物之影響－以知覺風險模式爲中介效果。顧客滿意學刊，5(1)，121-148。
   連結：
2. 吳倫睿,李小梅(2018)。社會連結強度、產品知覺風險與沉浸感對消費者行為意圖之影響─以Facebook 塗鴉牆推薦訊息為例。電子商務學報，20(2)，189-216。
   連結：
3. 吳振鋒,江敏(2017)。4G寬頻應用導入商圈滿意度及忠誠度之研究。管理資訊計算，6(2)，46-57。
   連結：
4. 李淑芳(2008)。購物網站之網路顧客關係管理對忠誠度影響－顧客觀點。資訊管理學報，15(4)，177-203。
   連結：
5. 周文玲(2007)。顧客對銷售人員喜愛對品牌忠誠度影響：知覺信任與知覺專業之角色。多國籍企業管理評論，1(2)，105-125。
   連結：
6. 林郁翔,任立中(2019)。品牌粉絲專業之社群情感氛圍初探。管理與系統，26(1)，79-112。
   連結：
7. 林煒力,李城忠,陳美珍,蔡明翰(2021)。體驗行銷、顧客滿意度與顧客忠誠度關係之研究－以臺中市鄉村游泳池為例。管理資訊計算，10(1)，148-160。
   連結：
8. 張書豪(2010)。顧客自發公民行為：個人對商店與銷售人員之多層次分析。商略學報，2(2)，125-140。
   連結：
9. 張曼玲,蘇詩涵(2014)。建構品牌顧客承諾之量表。商略學報，6(3)，181-202。
   連結：
10. 陳秋美,張坤杉(2020)。線上服務品質、電子口碑對線上顧客忠誠度關係之研究－以京東電商平臺為例。管理資訊計算，9(2)，104-114。
    連結：
11. 黃月霞,黃佑安,吳銘軒,張祐慈(2014)。融洽關係、關係前因與關係品質之研究－以民宿業為例。管理學報，31(4)，343-370。
    連結：
12. 趙正敏,鄭博文(2012)。從交易成本與社會交換觀點探討醫療供應商夥伴間未來關係互動之影響因素。商管科技季刊，13(2)，131-164。
    連結：
13. 關復勇,楊亞琦,鄭尹惠(2005)。知覺品質與網路口碑溝通間關係之研究－以顧客承諾為中介角色之分析。行銷評論，2(2)，149-169。
    連結：
14. Anderson, J.,Gerbing, D.(1988).Structural equation modeling in practice: a review and recommended two-step approach.Psychological Bulletin,103(3),411-423.
15. Athanasopoulou, P.(2009).Relationship quality: a critical literature review and research agenda.European Journal of Marketing,43(5/6),583-610.
16. Baumann, J.,Le Meunier-Fitz, H.,Wilson, H.(2017).The challenge of communicating reciprocal value promises: buyer-seller value proposition disparity in professional services.Industrial Marketing Management,64,107-121.
17. Blocker, C. P.,Cannon, J. P.,Panagopoulos, N. G.,Sager, J. K.(2012).The role of the sales force in value creation and appropriation: new directions for research.Journal of Personal Selling & Sales Management,32(1),15-28.
18. Choi, Y.,Choo, H.(2016).Effects of Chinese consumers' relationship benefits and satisfaction on attitudes toward foreign fashion brands: the moderating role of country of salesperson.Journal of Retailing and Consumer Services,28,99-106.
19. Echchakoui, S.(2016).Relationship between sales force reputation and customer behavior: role of experiential value added by sales force.Journal of Retailing and Consumer Services,28,54-66.
20. Emad, R. K.(2014).The role of product and brand emotion in purchase behavior, a study in Iranian home appliance context.Journal of Asia Business Studies,8(3),233-248.
21. Fornell, C.,Larcker, D.(1981).Evaluating structural equation models with unobservable variables and measurement error.Journal of Marketing Research,18(1),39-50.
22. Gremler, D. D.,Gwinner, K. P.(2000).Customer-employee rapport in service relationships.Journal of Service Research,3(1),82-104.
23. Guenzi, P.,Georges, L.(2010).Interpersonal trust in commercial relationships: antecedents and consequences of customer trust in the salesperson.European Journal of Marketing,44(1/2),114-138.
24. Hennig-Thurau, T.,Groth, M.,Paul, M.,Gremler, D.(2006).Are all smiles created equal? How emotional contagion and emotional labor affect service relationships.Journal of Marketing,70(3),58-73.
25. Hu, L. T.,Bentler, P. M.(1999).Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives.Structural Equation Modeling: A Multidisciplinary Journal,6(1),1-55.
26. IMARC (2021). Water Purifier Market: Global Industry Trends, Share, Size, Growth, Opportunity and Forecast 2021-2026. Retrieved May 01, 2021 from https://www.imarcgroup.com/water-purifier-market.
27. Investopedia (2021). MSCI Emerging Markets Index. Retrieved May 01, 2021 from https://www.investopedia.com/terms/e/emergingmarketsindex.asp
28. Kesari, B.,Atulkar, S.(2016).Satisfaction of mall shoppers: a study on perceived utilitarian and hedonic shopping values.Journal of Retailing and Consumer Services,31,22-31.
29. Lieven, T.(2016).Customers' choice of a salesperson during the initial sales encounter.Journal of Retailing and Consumer Services,32,109-116.
30. Podsakoff, P.,MacKenzie, S.,Lee, J.,Podsakoff, N.(2003).Common method biases in behavioral research: a critical review of the literature and recommended remedies.Journal of Applied Psychology,88(5),879-903.
31. Poon, P.,Albaum, G.,Yin, C.(2017).Exploring risks, advantages and interpersonal trust in buyer-salesperson relationships in direct selling in a non-western country.International Journal of Retail & Distribution Management,45,328-342.
32. Poujol, J.,Siadou-Martin, B.,Vidal, D.,Pellat, G.(2013).The impact of salespeople's relational behaviors and organizational fairness on customer loyalty: an empirical study in B-to-B relationships.Journal of Retailing and Consumer Services,20,429-438.
33. Shobeiri, S.,Laroche, M.,Mazaheri, E.(2013).Shaping e-retailer’s website personality: the importance of experiential marketing.Journal of Retailing and Consumer Services,20,102-110.
34. Soltani, Z.,Navimipour, N. J.(2016).Customer relationship management mechanisms: a systematic review of the state of the art literature and recommendations for future research.Computers in Human Behavior,61,667-688.
35. Srivastava, M.,Kaul, D.(2014).Social interaction, convenience and customer satisfaction: the mediating effect of customer experience.Journal of Retailing and Consumer Services,21,1028-1037.
36. Swan, J.,Bowers, M.,Richardson, L.(1999).Customer trust in the salesperson: an integrative review and meta-analysis of the empirical literature.Journal of Business Research,44(2),93-107.
37. Viio, P.,Grönroos, C.(2014).Value-based sales process adaptation in business relationships.Industrial Marketing Management,43(6),1085-1095.
38. 李少芬(2020)。喝一口健康水，淨水器選購指南。消費者報導雜誌，466，38-43。
39. 李國安,李宇茜(2020)。,臺北市:國家實驗研究院科技政策研究與資訊中心。
40. 郭東昇,洪靜美,王鈺涵(2019)。涉入程度、知覺價值與知覺風險對使用態度之影響。觀光與休閒管理期刊，7(1)，115-124。
41. 曾孟偉,藍天雄(2016)。服務品質、品牌形象、知覺價格與忠誠度與再購意願關係之研究。中華管理發展評論，5(2)，13-23。