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研究生:廖士通
研究生(外文):Shih-Tung Liao
論文名稱:教育訓練導向、學習知識儲存與業務人員銷售績效—以壽險業新進人員為例
論文名稱(外文):Training Orientation, Knowledge-learned Storage and Performance of Salesperson – The Case of New Comer in Life Insurance Industry
指導教授:張國雄張國雄引用關係
學位類別:碩士
校院名稱:東海大學
系所名稱:管理碩士學程在職進修專班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2006
畢業學年度:94
語文別:中文
論文頁數:50
中文關鍵詞:教育訓練導向學習知識儲存銷售績效離職意圖
外文關鍵詞:Training OrientationKnowledge-learned StoragePerformance of SalespersonTurnover Intention
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壽險產業的教育訓練與壽險新進業務人員的銷售績效關連性是學術界與實務界皆非常關心的議題,然而過去的文獻往往都著重壽險教育訓練如何提升新進業務人員銷售績效,而忽略了教育訓練是否可區分為不同類型來加以探討,此外過去的文獻也鮮少探討壽險公司實施教育訓練後對於新進業務人員所學習之知識儲存的影響,且當務人員銷售績效提升時,是否就能如一般所預期能降低業務人員的離職意圖,這些其實都有待釐清,因此本研究「學習導向教育訓練」與「顧客導向教育訓練」,以及「學習知識的儲存」等概念,試圖釐清教育訓練導向、學習知識的儲存、新進業務人員銷售績效,以及離職意圖之間的相關性。

 本研究的目的包括下列四點:
1.探討學習導向之教育訓練、顧客導向之教育訓練,對於學習知識儲存的影響。
2.探討學習知識儲存,對於新進業務人員銷售績效的影響。
3.探討業務人員銷售績效,對於新進業務人員離職意圖的影響。
4.提供更符合業務人員需求的教育訓練方向,進而提高業務人員的銷售績效,以期能作為壽險產業在進行教育訓練發展政策上之應用與參考方向。

實證研究方面,本研究以我國一家壽險業在全國的36個通訊處之新進業務人員來做研究對象,得到有效問卷共計有271份,有效回收率為75.28%,運用線性結構模式進行研究分析,研究結果發現:

1.學習導向教育訓練對於關係能力與情緒智力呈現顯著的正向影響,對於銷售適應與專業知識的影響並不顯著;而顧客導向教育訓練對於銷售適應、關係能力、情緒智力專業知識與均呈現顯著的正向影響。
2.銷售適應與專業知識對於新進人員的銷售績效呈現顯著的正向影響,而關係能力與情緒智力對於新進人員銷售績效的影響則呈現不顯著。
3.新進人員的銷售績效對於業務人員的離職意圖的影響並不顯著。
The connection between training of life insurance industry and selling performance of new comer is an issue that care about very much by academic and practice fields. However, past literatures often focus on how to improve selling performance of new comer by life insurance training, neglect if training can be research on different types, and neglect the relationship between training and learned Storage, and neglect the relationship between performance of salesperson and their turnover intention. Therefore, this study attempts to explore the relationship among training orientation, knowledge-learned storage, performance of salesperson, turnover intention on the basis of the above-mentioned points.

The purposes of this study includes the following four points
1.Research on the impact of orientation-learned training and orientation- customized training on knowledge-learned storage.
2.Research on the impact of knowledge-learned storage on performance of salesperson.
3.Research on the impact of performance of salesperson on turnover intention of salesperson.
4.Support the training direction according with the demands of salesperson even more, in order to improve the selling performance of salesperson.

Referring to the empirical study, this research body targeted at new comer of 36 sales divisions listed by a life insurance from which 271 effective samples were obtained in total. Verified by LISREL ANALYSIS, we find the research results as follows:
1.Orientation-learned training has a significant positive effect on relationship ability and emotional intelligence, but the influence on professional knowledge and selling adaptation is not obvious. In addition, orientation- customized training has a significant positive effect on four dimension of knowledge-learned storage.
2.Selling adaptation and professional knowledge have significant positive effects on selling performance of new comer, but the impact of relationship ability and emotional intelligence on selling performance of new comer are not obvious.
3.The impact of selling performance of new comer on turnover intention of salesperson is not obvious.
誌謝…………………………………………………………………………I
摘要…………………………………………………………………………Ⅱ
Abstract …………………………………………………………………Ⅲ
目錄…………………………………………………………………………Ⅳ
表目錄………………………………………………………………………Ⅴ
圖目錄………………………………………………………………………Ⅵ
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
第二章 研究架構與文獻探討……………………………………………4
第一節 研究架構…………………………………………………………4
第二節 教育訓練導向……………………………………………………5
第三節 教育訓練導向與學習知識儲存 ………………………………10
第四節 學習知識儲存與銷售績效 ……………………………………14
第五節 銷售績效與離職意圖 …………………………………………18
第三章 研究方法 ………………………………………………………21
第一節 資料蒐集 ………………………………………………………21
第二節 研究構念之操作性定義與衡量 ………………………………23
第三節 信度與效度分析 ………………………………………………25
第四章 研究結果 ………………………………………………………31
第一節 假設模式與競爭模式之模式架構 ……………………………31
第二節 假設模式與競爭模式之比較 …………………………………32
第三節 結構模式分析與假說檢定 ……………………………………33
第五章 研究結論與建議 ………………………………………………36
第一節 研究結論 ………………………………………………………36
第二節 管理意涵 ………………………………………………………39
第三節 研究限制與未來研究建議 ……………………………………42

參考文獻……………………………………………………………………………43
附錄 ………………………………………………………………………………48
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