题名

台灣壽險業銷售人員特質與行爲對銷售績效影響之研究

并列篇名

A Study of Salespeople's Characteristics and Behaviors on Sale Performance-An Empirical Study of the Insurance Business in Taiwan

DOI

10.7067/JMHIT.200909.0069

作者

黃庭鍾(Ting-Chung Huang)；池文海(Wen-Hai Chi)；關國宏(Kuo-Hon Kuan)

关键词

銷售人員特質 ； 銷售行爲 ； 顧客自發行爲 ； 銷售績效 ； Salespeople Characteristics ； Salespeople Behaviors ； Customer Voluntary Performance ； Sale Performance

期刊名称

美和技術學院學報

卷期/出版年月

28卷2期（2009 / 09 / 01）

页次

69 - 90

内容语文

繁體中文
中文摘要

對於壽險業者而言，壽險業從事人員如何發揮個人特質進行銷售行爲，透過顧客自發行爲影響提升銷售績效，爲達成組織績效重要關鍵之一。本研究以台灣地區五大壽險公司之壽險投保人爲研究對象，針對銷售人員個人特質與銷售行爲如何影響顧客自發行爲的產生，更進一步影響整體銷售績效。本研究獲致以下結果：(1)壽險業銷售人員特質將會正向影響銷售行爲形成；(2)壽險業銷售人員特質對於銷售績效影響並不顯著；(3)壽險業銷售績效高低會受到銷售行爲與顧客自發行爲所影響。 因此，台灣壽險業銷售人員特質的影響雖存在於產業當中，但對於銷售績效間並無直接影響；而是必須透過銷售行爲及顧客自發行爲的建構，才能發揮其影響力。換言之，銷售人員特質並不會直接影響銷售績效，而其原因可能是銷售人員與保戶的關係，常會依保戶從業務人員銷售行爲的表現，進而引發顧客自發行爲的形成兩者所決定，反而與銷售人員的特質無直接影響。在此，本研究也希望能提供壽險業者一項實證性的相關研究，使其重新思考其經營模式之定位，並進一步提高經營績效。
英文摘要

The paper is mainly on the relationships among salespeople's characteristics (SC), salespeople's behaviors (SB), customer voluntary performance (CVP) and sale performance (SP) in the business of insurance. The chief methods in the research are the general statistics and SEM analysis. The results are as follows: (1) the implementation of SB is direct influenced by SC; (2) the relationship between SC and SP is not significant; (3) SP in the insurance business is influenced by SB and CVP. Although the influence of SC exists in insurance industry, it doesn't affect the SP directly. Instead of a direct effect, SC influences SP by SB and CVP as mediators. Salespeople often depend on different strategies with their clients to perform their SB and in further to arouse the clients' CVP to increase the SP. This paper provides the needed services to give all insurance businesses an empirical study to consider as they revise their business models.
主题分类 人文學 > 人文學綜合
人文學 > 歷史學
醫藥衛生 > 預防保健與衛生學
醫藥衛生 > 社會醫學
社會科學 > 社會科學綜合
参考文献
  1. Anderson, E.,Oliver, R. L.(1987).Perspectives on Behavior-Based Versus Outcome-Based Salesforce Control Systems.Journal of Marketing,51(4),76-88.
  2. Anderson, J. C.,Gerbing, D. W.(1988).Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach.Psychological Bulletin,103(3),411-423.
  3. Babakus, E.,Cravens, D. W.,Grant, K.,Ingram, T. N.,LaForge, R. W.(1996).Investigating The Relationships Among Sales, Management Control, Sales Territory Design, Salesperson Performance, and Sales Organization Effectiveness.International Journal of Research in Marketing,13(4),345-353.
  4. Bagozzi, R. P.(1995).Reflections on Relationship Marketing in Consumer Markets.Journal of the Academy of Marketing Science,23(4),272-277.
  5. Baldauf, A.,Cravens, D. W.(1999).Improving the Effectiveness of Field Sales Organization.Industrial Marketing Management,28(1),63-72.
  6. Baldauf, A.,Cravens, D. W.(2002).The Effect of Moderators on The Salesperson Behavior Performance and Salesperson Outcome Performance and Sales Organization Effectiveness Relationships.European Journal of Marketing,36(11/12),1367-1389.
  7. Barker, A. T.(1999).Benchmarks of Successful Salesforce Performance.Canadian Journal of Administrative Sciences,16(2),95-104.
  8. Bettencourt, L. A.(1997).Customer Voluntary Performance: Customers as Partners in Service Delivery.Journal of Retailing,73(3),383-406.
  9. Boorom, M. L.,Goolsby, J. R.,Ramsey, R. P.(1998).Relational Communication Traits and Their Effect on Adaptiveness and Sales Performance.Journal of the Academy of Marketing Science,26(1),16-31.
  10. Chaudhuri, A.,Holbrook, M. B.(2001).The Chain of Effects From Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty.Journal of Marketing,65(2),81-93.
  11. Churchill, G. A.,Ford, N. M.,Hartley, S. W.,Walker, O. C.(1985).The Determinants of Salesperson Performance: A Meta-Analysis.Journal of Marketing Research,22(2),103-118.
  12. 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,57(6),38-50.
  13. Crosby, L. A.,Evans, K. P.,Cowles, D.(1990).Relationship Quality in Services Selling: An Interpersonal Influence Perspective.Journal of Marketing,54(3),68-81.
  14. Dwyer, S.,Hill, J.,Martin, W.(2000).An Empirical Investigation of Critical Success Factors in the Personal Selling Process for Homogenous Goods.The Journal of Personal Selling & Sales Management,20(3),151-159.
  15. Edvardsson, B.,Johnson, M. D.,Gustafsson, A.,Strandvik, T.(2000).The Effects of Satisfaction and Loyalty on Profits and Growth: Products Versus Services.Total Quality Management,11(7),918-928.
  16. Erika, R.(1999).The 10 Traits of Top Salespeople.Sales and Marketing Management,15(1),34-37.
  17. Goodwin, C.,Ross, I.(1992).Consumer Responses to Service Failure: Influence of Procedural and Interactional Fairness Perception.Journal of Business Research,25(16),149-163.
  18. Gravens, D.,Greeley, G.,Piercy, N. F.,Slater, S. F.(1998).Mapping the Path to Market Leadership: Effectively Combining Various Dimensions of Strategy into An Integrated Process of Strategic Analysis and Action Maps the Path to Market Leadership.Marketing Management,7(3),29-39.
  19. 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.
  20. Keck, K. L.,Leigh, T. W.,Lollar, J. G.(1995).Critical Success Factors in Captive, Multi-Line Insurance Agency Sales.The Journal of Personal Selling & Sales Management,15(1),17-34.
  21. Keillor, B. D.,Parker, S. R.,Pettijohn, C. E.(2000).Relationship-Oriented Characteristics and Individual Salesperson Performance.The Journal of Business & Industrial Marketing,15(1),7-23.
  22. 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 & Sales Management,11(4),39-47.
  23. Mills, P. K.,Morris, J. H.(1986).Clients as "Partial" Employees of Service Organizations: Role Development in Client Participation.Academy of Management Review,11(4),726-735.
  24. Nunnally, J. C.(1978).Psychometric Theory.New York:McGraw-Hill.
  25. Pilling, B. K.,Donthu, N.,Henson, S.(1999).Accounting for the Impact of Territory Characteristics on Sales Performance: Relative Efficiency as a Measure of Salesperson Performance.The Journal of Personal Selling & Sales Management,19(2),35-45.
  26. Pilling, B. K.,Eroglu, S.(1994).An Empirical Examination of the Impact of Salesperson Empathy and Professionalism and Merchandise Salability on Retail Buyer's Evaluations.The Journal of Personal Selling & Sales Management,14(1),45-58.
  27. Porter, S. S.,Wiener, J. L.,Frankwick, G. L.(2003).The Moderating Effect of Selling Situation on the Adaptive Selling Strategy-Selling Effectiveness Relationship.Journal of Business Research,56(4),275-281.
  28. Reid, D. A.,Pullins, E. B.,Plank, R. E.(2002).The Impact of Purchase Situation on Salesperson Communication Behaviors in Business Markets.Industrial Marketing Management,31(3),205-213.
  29. Saxe, R.,Weitz, B. A.(1982).The SOCO Scale: A Measure of the Customer Orientation of Salespeople.Journal of Marketing Research,XIX,343-351.
  30. Schneider, B.,Bowen, D. E.(1995).Winning the Service Game.Boston:Harvard Business School Press.
  31. Sharma, A.,Tzokas, N.,Saren, M.,Kyziridis, P.(1999).Antecedents and Consequences of Relationship Marketing: Insights from Business Service Salespeople.Industrial Marketing Management,28(6),601-622.
  32. Stank, T. P.,Goldsby, T. J.,Vickery, S. K.,Savitskie, K.(2003).Logistics Service Performance: Estimating Its Influence On Market Share.Journal of Business Logistics,24(1),27-55.
  33. Swan, J. E.,Nolan, J. J.(1985).Gaining Customer Trust: A Conceptual Guide for the Salesperson.Journal of Personal Selling & Sales Management,5(2),39-48.
  34. Szymanski, D. M.,Churchill, G. A.(1990).Client Evaluation Cues: A Comparison of Successful and Unsuccessful Salespeople.Journal of Marketing Research,27(2),163-174.
  35. Wang, G.,Netemeyer, R. G.(2004).Salesperson Creative Performance: Conceptualization, Measurement, and Nomological Validity.Journal of Business Research,57(8),805-812.
  36. Weitz, B. A.(1981).Effectiveness In Sales Interactions: A Contingency Framework.Journal of Marketing,45(1),85-103.
  37. 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.
  38. Williams, M. R.,Attaway, J. S.(1996).Exploring Salespersons' Customer Orientation as a Mediator of Organizational Culture's Influence on Buyer-Seller Relationships.The Journal of Personal Selling & Sales Management,16(4),33-52.
  39. Wray, B.,Palmer, A.,Bejou, D.(1994).Using Neural Network Analysis to Evaluate Buyer-Seller Relationships.European Journal of Marketing,28(10),32-48.
  40. Zeithaml, V. A.,Parasuraman, A.,Berry, L. L.(1996).The Behavioral Consequences of Service Quality.Journal of Marketing,60(2),31-46.
  41. Zeithaml, V. A.,Parasuraman, A.,Berry, L. L.(1985).Problems and Strategies in Services Marketing.Journal of Marketing,49(2),33-46.
被引用次数
  1. (2017)。門市業務員影響策略、顧客溝通風格與銷售績效之研究。朝陽商管評論，16(1)，1-18。
print cancel