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題名:社會能力與專業能力對銷售員績效之影響:以顧客信任為中介變數
作者:吳孟爵 引用關係
作者(外文):Meng-Chueh Wu
校院名稱:義守大學
系所名稱:管理研究所博士班
指導教授:楊東震
黃俊英
學位類別:博士
出版日期:2011
主題關鍵詞:專業能力社會能力銷售員績效人身保險產業情感信任認知信任Professional CompetenceSocial CompetenceSalesperson PerformanceLife Insurance IndustryCognitive TrustAffective Trust
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銷售員績效的決定因素一直受到行銷學者與銷售經理極大的興趣和重視。然而,到底何種能力與如何影響績效之間關係在目前工作績效理論研究仍未明。因此,本研究企圖了解影響銷售員績效的決定因素,且提供新的途徑和機制。本研究從能力基礎觀點提出社會和專業能力,以及是否會經由顧客信任過程,進而影響銷售員績效。我們利用多從管道與兩個時間點收集資料,資料來自165位人身保險公司的業務員、338位客戶以及13位經理。研究結果發現,社會和專業能力會經由顧客信任而影響銷售員績效。顧客情感信任會中介銷售員社會能力與主客觀績效之間的效果,而顧客認知信任則中介銷售員專業能力與主客觀銷售員績效之間的效果。結果顯示銷售員社會與專業能力會透過顧客情感與認知信任的中介效果以預測銷售員主觀與客觀績效。這種中介關係建議,未來研究可以朝銷售員能力的其他機制發展。
The determinants of salesperson’s performance have long been a topic of great interest and importance to marketing researchers and sales managers. However, what and which constitutes the importance of competence in salesperson’s performance and the mechanism that accounts for the relationship between competence and performance remains unclear in theories of job performance. Thus, this research contributed to understand the determinants of salesperson’s performance and provides a new approach for conceptualizing the antecedents and mechanisms of salesperson’s performance. From competence-based perspective, this study proposed that social and professional competence differ in predicting salesperson’s performance through the process of the customer’s trust in the salesperson. We used multiple sources to collect data from 165 sales agents working in the life insurance company and aggregate 338 customers’ data to the level of salesperson at two time points. We found that social and professional competence were distinguishable, and had differential effects on salesperson performance through customer’s trust in salesperson. Customer’ affective in salesperson mediated the relations of social competence with objective and subjective performance, whereas customer’s cognitive trust in salesperson mediated relations between professional competence with objective and subjective salesperson performance. Results indicate a different mediation of social and professional competence’s effects on objective and subjective salesperson’s performance via affective and cognitive trust, respectively. This mediation relation suggests some of the mechanisms of salesperson competence, and it provides an interesting avenue for future research.
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