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題名:心理劇課程提昇保險業務員行銷能力與工作績效成效之研究
作者:曾正奇
作者(外文):Cheng-Chi Tseng
校院名稱:高雄師範大學
系所名稱:輔導與諮商研究所
指導教授:卓紋君
學位類別:博士
出版日期:2012
主題關鍵詞:心理劇行銷能力適性銷售顧客導向自我監控情緒智力工作績效psychodramasales competenceadaptive sellingconsumer-orientedself-monitoringemotional intelligencework performance
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心理劇課程提昇保險業務員行銷能力與工作績效成效之研究
中文摘要
本研究旨在探討運用心理劇課程提昇保險業務員行銷能力(包含適性銷售、顧客導向、自我監控及情緒智力等四項行銷能力)與工作績效之成效。本研究採用準實驗之「等組前後測、追蹤設計」,以某保險公司70名現職業務員為研究參與者,將之隨機分派至實驗組與控制組。實驗組成員進行為期三週,每週1次,每次8小時,共計24小時的心理劇團體,控制組成員在實驗期間不進行處理。兩組成員分別在實驗課程前一週、課程後及課程後第六週,進行「保險業務員行銷行為現況問卷」之前、後及追蹤測(其中行銷能力部份均包含自我、主管及同儕等三向度多元評量),本研究共蒐集實驗組成員資料32份,有效問卷回收率91%;控制組成員資料31份,有效問卷回收率89%。以相依樣本t檢定及單因子共變數分析進行統計考驗。
本研究經上述的資料蒐集與分析,得以下結論:
一、從多元評量向度來看,心理劇課程不論就實驗組本身的正向效果或是與控制組相較,均能在課程後有效地提昇保險業務員適性銷售、顧客導向、自我監控及情緒智力等行銷能力,且有課程後第六週的長期提昇成效。又立即與長期追蹤提昇成效的解變異量介於9.5%到31.5%,達中度到高度關聯。
二、從自我評量向度來看,心理劇課程不論就實驗組本身的正向效果或者與控制組相較,均能在課程後有效地提昇保險業務員的適性銷售與情緒智力等二項行銷能力,且亦有課程後第六週的長期提昇成效。又其立即與長期追蹤提昇成效的解變異量介於6.5%到12.4%,達中度關聯。
三、從主管評量向度來看,心理劇課程不論就實驗組本身的正向效果或者與控制組相較,均能在課程後有效地提昇保險業務員的適性銷售能力,唯在課程後第六週僅有實驗本身的正向效果。又心理劇課程不論就實驗本身的正向效果或者與控制組相較,均未能在課程後有效地提昇保險業務員的顧客導向、自我監控與情緒智力等三項行銷能力,且亦未有課程後第六週的長期提昇成效。
四、從同儕評量向度來看,心理劇課程不論就實驗組本身的正向效果或者與控制組相較,均能夠在課程後有效地提昇保險業務員的適性銷售能力,唯在課程後第六週僅有實驗本身的正向效果。心理劇課程對其他三項行銷能力的影響,呈現不一致的結果,其中對顧客導向能力的提昇成效,其實驗組本身的正向效果優於與控制組相較,自我監控能力則是與控制組相較優於實驗組本身的正向效果,而情緒智力能力則僅有與控制組相較的課程後立即效果。
五、關於心理劇課程對保險業務員行銷能力提昇的成效,多元評量向度較單一評量向度易於看出成效。又若就單一評量向度而言,以「自我評量」的向度最易看出成效,且「自我評量」的向度與多元評量向度的一致性最高。
六、心理劇課程對保險業務員工作績效的立即提昇效果不佳,略有追蹤成效,且實驗組本身的正向效果優於與控制組相較。
最後,研究者根據以上結論,提供實務工作者與未來研究者相關建議。
關鍵詞:心理劇、行銷能力、適性銷售、顧客導向、自我監控、情緒智力、工作績效
Research on the Effects of Applying Psychodrama Courses to Improve
Sales Competencies and Work Performance of Insurance Salespersons
Abstract
The purpose of the study is to investigate the effects of applying psychodrama courses to improve the work performance and sales competencies (including adaptive selling, consumer-orientated, self-monitoring behaviors, as well as emotional intelligence) of insurance salespersons. The study applied quasi-experimental and equivalent pretest-posttest control group designs. 70 insurance salespersons were recruited for the research and were divided into an experimental group and a control group by random assignment. The participants of the experimental group participated in a 3-week psychodrama course, 8 hours per week, 24 hours in total while the participants of the control group didn’t receive any treatment during the same period. One week before the experimental psychodrama course, participants of both groups finished the pretest of the “Questionnaire of the present sales behaviors of insurance salespersons” (the ratings for the sales competencies in the questionnaire include self rating, supervisor rating, and coworker rating). A posttest was finished after the course, and a follow-up test was finished six weeks after the course. The data of 32 participants from the experimental group were collected, with an effective response rate of 91% while the data of 31 participants from the control group were collected, with an effective response rate of 89%. Dependent sample t-test and one-way ANCOVA were used for the analyses and statistic procedures.
Analyses results are as follows:
1. Based on the results of multiple ratings, both the positive results of the experimental group and a comparison with the control group show that the psychodrama course had effectively improved sales competencies, i.e., the adaptive selling, consumer-orientated, self-monitoring, and emotional intelligence, of the insurance salespersons after the course. Long-term improvement effects lasting 6 weeks after the psychodrama course could be identified. The factors of the immediate and long-term follow-up improvement effects can explain the variance of the variables from 9.5% to 31.5%, and the strength of association reached middle to high degrees.
2. Based on the results of self rating, both the positive results of the experimental group and a comparison with the control group show that the psychodrama course had effectively improved the adaptive selling competence and emotional intelligence of insurance salespersons. Long-term improvement effects lasting 6 weeks after the psychodrama course could be identified. The factors of the immediate and long-term follow-up improvement effects can explain the variance of the variables from 6.5% to 12.4% while the strength of association reached middle degree.
3. Based on the results of supervisor rating, both the positive results of the experimental group and a comparison with the control group show that the psychodrama course had effectively improved the adaptive selling competence after the course. However, six weeks after the psychodrama courses, only the experimental group showed positive effects. Neither did the positive results of the experimental group nor a comparison with the control group show that the psychodrama course could effectively improve the other three sales competencies – the consumer-orientation, self-monitoring, and emotional intelligence – after the course. Furthermore, no long-term effects could be identified 6 weeks after the psychodrama course.
4. Based on the results of coworker rating, both the positive results of the experimental group and a comparison with the control group show that psychodrama course had effectively improved the adaptive selling competence of the insurance salespersons. However, six weeks after the psychodrama course, only the experiment group showed positive effects. The effects of the psychodrama course on the other three sales competencies – consumer-orientation, self-monitoring, and emotional intelligence – were inconsistent. Regarding the improvement effects on the consumer-oriented competence, the positive results of the experimental group were better in comparison with those of the control group. However, the improvement effect of the self-monitoring competence of the control group was better than that of the experimental group. Only when compared with those of the control group, better immediate improvement effects in emotional intelligence after the course can be identified.
5. It is easier to identify the effects of the psychodrama course in improving the sales competencies of insurance salespersons by way of the multiple ratings than by single rating. Among three single ratings (including self rating, supervisor rating, and coworker rating), self rating is the most useful scale to determine the effects. Furthermore, the results of self rating are the most consistent with those of multiple rating.
6. In improving the work performance of insurance salespersons, the psychodrama course showed no immediate improvement effects. Only slight follow-up effects could be identified, and the positive results of experimental group were better in comparison with those of the control group.
These study results can serve as suggestions for practitioners and future researchers.
Key words: psychodrama, sales competence, adaptive selling, consumer-oriented, self-monitoring, emotional intelligence, work performance
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