臺灣博碩士論文加值系統

本研究主要探討動物藥品業之顧客所知覺的銷售服務人員之銷售導向─顧客導向與顧客滿意度和銷售績效等變項之關聯性，並針對顧客滿意度的中介效果及顧客之人格特質的干擾效應進行討論。
「顧客導向」的銷售行為是將行銷概念落實於銷售服務人員與顧客接觸的層次上，也就是企業比其競爭者更了解目標市場而且重視顧客需求的滿足，在行銷的概念中，顧客導向的企業更傾向於解決顧客的問題而且更滿足顧客的需要，「顧客導向」的銷售更可以提供顧客滿意並與顧客建立長期與互利的關係。
本研究所得之主要結論與管理上之意義摘要如下：
1、顧客滿意度與銷售績效和銷售服務人員的顧客導向相關
2、顧客滿意度與銷售績效相關
3、銷售服務人員的顧客導向透過顧客滿意度顯著影響銷售績效
4、顧客的人格特質與顧客導向之交互作用並未與顧客滿意度有重大相關
5、銷售服務人員藉由解決顧客問題與滿足顧客的需求來增加銷售績效
6、透過了解顧客的人格特質可以維持長期的關係與增加銷售績效

This study is to discuss the correlation between customer orientation, customer satisfaction and sales performance, also discuss the mediating effect of customer satisfaction and moderating effects of customer’s personality of salesperson in the animal health industry.
“Customer-oriented” selling can be viewed as the practice of the marketing concept at the level of the individual salesperson and customer. The marketing concept requires an organization to determine the needs of a target market and adapt itself to satisfying those needs better than its competitors. In the marketing concept, all parts of an organization are oriented toward solving customer problems and meeting the needs of the marketplace. “Customer-oriented” selling is directed toward providing customer satisfaction and establishing mutually beneficial, long-term relationships with its market.
The conclusions of this study and significant to the management are presented as follows:
1.Customer satisfaction and sales performance are significantly related to the practice of customer-oriented selling.
2.Customer satisfaction is significantly related to sales performance.
3.The mediating effect of customer satisfaction is significantly related to sales performance.
4.The interaction between customer personality types (as measured by the MBTI) and customer-orientation were not found to have significant influence.
5.Salespeople might improve customer satisfaction and their performance if they attempted to solve customer problems and meet their needs.
6.Understand the different personal-approach needs of the customers can maintain loyalty and long-term customers and increase sales effectiveness.

謝 詞 ---------------------------------------------------------------------------- 一
中文摘要 ------------------------------------------------------------------------- 三
英文摘要 ------------------------------------------------------------------------- 四
目 錄 ---------------------------------------------------------------------------- 六
第一章　緒論 -------------------------------------------------------------------- 1
　第一節　研究背景與動機----------------------------------------------------- 1
　第二節　研究目的 ----------------------------------------------------------- 3
　第三節　研究流程 ----------------------------------------------------------- 5
第二章　文獻探討 -------------------------------------------------------------- 7
　第一節　顧客服務導向行為-------------------------------------------------- 7
　第二節　顧客滿意度 --------------------------------------------------------- 9
　第三節　工作績效 --------------------------------------------------------- 11
　第四節　人格特質 ----------------------------------------------------------- 19
　第五節　變數間的關係與假設----------------------------------------------- 27
第三章　研究方法 -------------------------------------------------------------- 29
　第一節　研究架構 ----------------------------------------------------------- 29
　第二節　量表設計------------------------------------------------------------- 30
　第三節　資料蒐集------------------------------------------------------------- 32
　第四節　量表的信度分析----------------------------------------------------- 38
第四章　結果分析---------------------------------------------------------------- 40
　第一節　研究變項的相關分析----------------------------------------------- 40
　第二節　假設驗證------------------------------------------------------------- 43
第五章　結論與建議 ----------------------------------------------------------- 54
　第一節　研究結論 ----------------------------------------------------------- 54
　第二節　研究建議 ----------------------------------------------------------- 56
　第三節　研究限制與後續研究建議 ---------------------------------------- 59
參考文獻-------------------------------------------------------------------------- 61
附錄　本研究問卷 -------------------------------------------------------------- 70

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