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來源文獻資料
摘要
外文摘要
引文資料
題名:
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
書刊名:
企業管理學報
作者:
謝佳宏
/
莊雅慧
作者(外文):
Hsieh, Chia-hung
/
Chuan, Ya-hui
出版日期:
2012
卷期:
94
頁次:
頁19-39
主題關鍵詞:
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
原始連結:
連回原系統網址
相關次數:
被引用次數:期刊(
1
) 博士論文(0) 專書(0) 專書論文(0)
排除自我引用:
1
共同引用:0
點閱:34
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。
以文找文
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.
以文找文
期刊論文
1.
Baldauf, A.、Cravens, David W.、Grant, Kegn(2002)。Consequences of Sales Management Control in Field Sales Organizations: A Cross-National Perspective。International Business Review,11(5),577-609。
2.
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),53-67。
3.
Anderson, Erin、Oliver, Richard L.(1987)。Perspectives on behavior-based versus outcome-based salesforce control systems。Journal of Marketing,51(4),76-88。
4.
Boorom, Michael L.、Goolsby, Jerry R.、Ramsey, Rosemary P.(1998)。Relational Communication Traits and Their Effect on Adaptiveness and Sales Performance。Journal of the Academy of Marketing Science,26(1),16-30。
5.
Swan, J. E.、Nolan, J. J.(1985)。Gaining customer trust: A conceptual guide for the salesperson。The Journal of Personal Selling & Sales Management,5(2),39-48。
6.
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。
7.
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。
8.
Weitz, Barton A.、Sujan, Harish、Sujan, Mita(1986)。Knowledge, Motivation, and Adaptive Behavior: A Framework for Improving Selling Effectiveness。Journal of Marketing,50(4),174-191。
9.
Spears, Nancy、Singh, Surendra N.(2004)。Measuring Attitude toward the Brand and Purchase Intentions。Journal of Current Issues & Research in Advertising,26(2),53-66。
10.
Sirohi, Niren、McLaughlin, Edward W.、Wittink, Dick R.(1998)。A Model of Consumer Perceptions and Store Loyalty Intentions for a Supermarket Retailer。Journal of Retailing,74(2),223-245。
11.
Doney, Patricia M.、Cannon, Joseph P.(1997)。An Examination of the Nature of Trust in Buyer-Seller Relationship。Journal of Marketing,61(2),35-51。
12.
Zeithaml, Valarie A.(1988)。Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence。Journal of Marketing,52(3),2-22。
13.
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。
14.
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。
15.
Erika, R.(1999)。The 10 traits of top salespeople。Sales and Marketing Management,15(1),34-37。
16.
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。
17.
Holt, S.(1998)。Customer Service Marches Front and Center。Info-world,20(38),75。
18.
Pilling, B. K.、Erogiu, 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。
學位論文
1.
楊緒永(2009)。品牌形象、知覺價值、口碑、產品知識與購買意願之研究--以手機為例(碩士論文)。南華大學。
延伸查詢
2.
王白蓉(2006)。電話行銷人員銷售行爲對績效之影響--以L.W.公司爲例。逢甲大學。
延伸查詢
3.
許世榮(2006)。資訊服務業導入顧客關係管理之硏究--客服中心成功關鍵因素探討。逢甲大學。
延伸查詢
4.
徐福光(2004)。客服中心組織績效評估系統 : 以道路救援個案公司(祥碩興業)爲例。交通大學。
延伸查詢
5.
莊雅慧(2012)。客服中心銷售人員特質對金融商品購買意圖之影響--以銀行業爲例。銘傳大學。
延伸查詢
6.
蔡福林(2010)。銷售人員特質對顧客轉換意願之研究--以工業產品爲例。銘傳大學。
延伸查詢
圖書
1.
曾世忠(2003)。效率客服:客服中心的程序規劃。臺北:培生教育出版社。
延伸查詢
2.
林建煌(2001)。管理學。台北:智勝文化。
延伸查詢
3.
Robbins, Stephen P.(2003)。Organizational behavior: Concepts, controversies, applications。Prentice-Hall, Inc.。
4.
Kalakota, R.、Robinson, M.(1999)。E-Business: Roadmap for Success。Reading, Mass.:Pearson Educational。
5.
Armstrong, Gary、Kotler, Philip(2000)。Marketing: An Introduction。Prentice Hall。
6.
Engel, J. F.、Blackwell, R. D.、Miniard, P. W.(1995)。Consumer behavior。The Dryden。
其他
1.
Serchuk, A.(1997)。Who is the service center’s customer。
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