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研究生:曹振華
研究生(外文):Zhen-Hua Tsao
論文名稱:保險互動行銷中適性銷售與業務績效之研究
論文名稱(外文):The adapt selling, selling behavior and sales performance,while insurance interactive marketing.
指導教授:關復勇關復勇引用關係
指導教授(外文):Fu-Yung Kuan
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:英文
論文頁數:128
中文關鍵詞:銷售態度業務績效銷售導向顧客導向適性銷售
外文關鍵詞:adaptive sellingsales orientationcustomer orientationsales attitude
相關次數:
  • 被引用被引用:72
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  • 下載下載:960
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台灣壽險市場隨著經濟的高度發展而成熟,以人員面銷為主之人壽保險,業務人員為達成銷售而採行的「適性銷售」(adaptive selling)當可提供諸多啟示,而「顧客導向」態度又為一項重要的行銷策略議題,不僅有助於描述業務人員互動行銷之發展歷程,且能移轉顧客風險與改善服務品質,進而可提升「業務績效」之表現。本研究主要探討保險業務人員的「適性銷售」、「銷售態度」及「業務績效」間之關係,並檢視業務人員顧客導向或銷售導向之「銷售態度」的中介效果。
依據適性銷售相關文獻之整理分析,在保險互動行銷中,業務人員適性銷售程度會如何影響到其與業務績效間的關係,此為本研究之核心;除了業務人員適性銷售外,業務人員自身所持有之銷售態度亦會影響到此互動行銷之業務績效,故本研究擬以業務人員之銷售態度來加以衡量之,而業務績效則以目前保險業之評核標準為結果變項。
本研究遂以保險業務人員為研究對象,欲瞭解目前業務人員的行銷概況,及具體洞悉業務人員對適性銷售程度、其業務績效與銷售態度等的評估。經由相關文獻的探討,作為問卷設計之根據,再由便利抽樣發放予業務人員填答;於資料蒐集之後,透過統計方法以得悉研究結果,並對本研究所提出之「適性銷售與銷售態度之績效模式」及四項研究假設加以驗證。
主要獲致的研究結果為:於保險互動行銷中,業務員適性銷售對業務績效間有顯著的關係,而銷售態度對此顯著關係無中介歷程效果的間接影響存在。此外,銷售態度亦會顯著影響到業務員適性銷售程度。
希望藉由本研究之成果發現,探究業務人員適性銷售與銷售態度以增進業務績效,並提出在保險行銷研究上的意涵,以及對保險公司與業務人員提出管理與行銷上相關具體的建議。
Taiwanese life insurance market maturity through the highly economic development, the main marketing channel of life insurance is face to face personnel selling. This thesis is to explore the relationships among ''''adapt selling'''', ''''sales attitude'''', and ''''sales performance''''. Besides also try to find the influence of intermediary variables like customer oriented and sales oriented of sales attitude.
According to the literatures of adaptive selling, it will influence the sales performance in the life insurance interactive marketing. This will be investigated here. Besides, how the salespeople sales attutide to the sales performance will also play an important role in the life insurance interactive marketing. Therefore, it is beneficial to examine. The sales performance criteria evaluated item of life insurance industries present that is result variables. From this research finding, we can provide some concrete suggestions and implications about management and marketing to insurance company and salespeople.
This study will focus on the salespeople and try to investigate the general situation of marketing. The data has been collected by questionnaire survey and proceeded with reliability and validity analysis, regression analysis and related statistical techniques. And we will further explore the relationship between salespeople adaptive selling, sales attutide and sales performance.
The result finds that: in the life insurance interactive marketing, the salespeople adaptive selling is significantly related to sales performance, but this significant relationship has not intermediary effect of sales attutide. Besides, salespeople selling attutide is also significantly related to adaptive selling.
目 錄
書名頁
論文口試委員審定書
誌謝
論文摘要
中文摘要 …………………………………………………………………………Ⅰ
英文摘要 …………………………………………………………………………Ⅱ
目錄   …………………………………………………………………………Ⅲ
表目錄  …………………………………………………………………………Ⅴ
圖目錄  …………………………………………………………………………Ⅶ
第一章緒論 ……………………………………………………………………1
第一節研究背景 ……………………………………………………1
第二節研究動機 ……………………………………………………6
第三節研究目的 ……………………………………………………9
第四節研究流程 ……………………………………………………10
第五節論文結構 ……………………………………………………11
第二章文獻探討 ………………………………………………………………12
第一節壽險銷售 ……………………………………………………………12
第二節互動行銷 ……………………………………………………………23
第三節適性銷售 ……………………………………………………………26
第四節銷售態度 ……………………………………………………………31
第五節業務績效 ……………………………………………………………40
第三章研究方法 ………………………………………………………………44
第一節研究架構與研究假設 ………………………………………………44
第二節變數定義與問卷設計 ………………………………………………48
第三節問卷之信度效度分析 ………………………………………………55
第四節抽樣設計與問卷回收 ………………………………………………60
第五節資料分析方法 ………………………………………………………65
第四章研究結果與討論 ………………………………………………………67
第一節業務人員適性銷售同意程度之分析 ………………………………67
第二節業務績效之評量分析 ………………………………………………69
第三節『適性銷售』與『業務績效』間之關係 ……………………………72
第四節『銷售態度』之中介歷程效果 ……………………………………78
第五節『銷售態度』與『業務績效』間之關係 ……………………………84
第六節『銷售態度』與『適性銷售』間之關係 ……………………………86
第五章結論與建議 ……………………………………………………………90
第一節研究發現之彙整 ……………………………………………………90
第二節對互動行銷中銷售態度研究之意涵 ………………………………95
第三節對保險業者之建議 …………………………………………………97
第四節未來研究課題之建議 ………………………………………………100
第五節研究限制 ……………………………………………………………102
參考文獻  …………………………………………………………………………103
附錄一  ……………………………………………………………………………113
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