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研究生:柯酈霞
研究生(外文):Li-hsia Ke
論文名稱:銷售員的外表吸引力與專業能力對發展顧客關係的影響之研究
論文名稱(外文):The Study on the Impact of a Salesperson''s Physical Attractiveness and Expertise on Developing Customer Relationship
指導教授:蔡佳靜蔡佳靜引用關係莊苑仙莊苑仙引用關係
指導教授(外文):Chia-ching TsaiYuan-hsien Chuang
學位類別:碩士
校院名稱:義守大學
系所名稱:管理學院碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:98
中文關鍵詞:服務品質責任感專業能力關係品質外表吸引力
外文關鍵詞:Physical AttractivenessConscientiousnessRelationship QualityExpertiseService Quality
相關次數:
  • 被引用被引用:6
  • 點閱點閱:1337
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:3
過去許多有關外表吸引力的研究皆著重於探討廣告模特兒或代言人對消費者的影響,化妝品專櫃的銷售人員也是屬於代言人行銷的一環,但過去的研究卻鮮少針對銷售員做此方面的探討,根據配適假說,當代言人的特性符合其所代言商品的訴求,則會產生相得益彰的效果。而當具吸引力的銷售員銷售與美相關的產品時,是否也會有相得益彰的效果;除外表吸引力外,亦有許多研究指出專業能力在對消費者的說服力上會產生正面的效果,得知專業能力也是另一個影響消費者認知的重要因素,故本研究茲以保養品銷售員與理財專員探討銷售員之外表吸引力及專業能力如何影響關係品質。
本研究之結果得知,消費者認知高度外表吸引力的保養品銷售員的責任感與服務品質優於適度外表吸引力的銷售員,且消費者認知高度專業能力的保養品銷售員與理財專員的責任感與服務品質皆優於適度專業能力銷售員。因此企業可藉此操弄外表吸引力與專業能力等變數來成功達成與消費者間的關係品質。
The previous studies relating to the physical attractiveness emphasize the inquiry on the impact of advertising models or spokespersons on consumers; the sales clerks in the cosmetics counters pertain to a link of spokesperson marketing, but the past studies fail to discuss it. According to match-up hypothesis, the effect is multiplied as the characteristics of spokespersons conform to the appeals of the commodities concerned. At this rate, will the effect be multiplied as the attractive sales clerks are in charge of selling the beauty-related commodities? In addition to the physical attractiveness, many studies indicate that the expertise has a positive effect on convincing consumers. That is, the expertise is also a critical factor impacting the consumers’ cognition. Thus, this study inquires how the physical attractiveness and expertise of sales clerks impacts the relationship quality via sales clerks of cosmetics and of finance and banking.
Based on the concluded findings, the consumers have more cognition for the sales clerks with excellent physical attractiveness than those with adequate one; moreover, the consumers have more cognition for the sales clerks of cosmetics and of finance and banking with excellent expertise and the sense of responsibility and service quality. Therefore, it is applicable for enterprises to successfully maintain the relationship quality with consumers by manipulating the variables like physical attractiveness and expertise.
第一章 緒論
第一節 研究背景與動機1
第二節 研究目的4
第三節 研究流程5
第二章 文獻評論
第一節 關係行銷6
第二節 服務品質18
第三節 人格特質23
第四節 外表吸引力 27
第五節 專業能力30
第六節 研究架構35
第三章 研究方法
第一節 研究設計36
第二節 資料收集37
第三節 資料分析41
第四節 信度分析42
第五節 前測結果43
第四章 研究結果
第一節 實驗一之分析結果45
第二節 實驗二之分析結果52
第五章 結論與建議
第一節 研究結論59
第二節 研究限制與建議63
參考文獻
中文部分64
英文部分67
附錄
附錄A 待選銷售員的照片80
附錄B 實驗一的銷售員簡介文案83
附錄C 實驗二的銷售員簡介文案85
附錄D 實驗一的正式問卷87
附錄E 實驗二的正式問卷89
表次
表2-1 關係行銷之層次12
表2-2 關係行銷之層級14
表2-3 五大人格特質的意義與典型特徵25
表3-1 實驗單位表36
表3-2 保養品銷售員專業能力文案38
表3-3 理財專員專業能力文案38
表3-4 本研究使用之統計分析方法41
表3-5 前測各量表信度42
表3-6 各銷售員外表吸引力之分數比較43
表3-7 銷售員專業能力之前測結果44
表4-1 實驗一各量表的信度分析45
表4-2 外表吸引力與專業能力操弄測試結果46
表4-3 不同外表吸引力之責任感的平均數與標準差47
表4-4 外表吸引力對責任感之變異數分析(ANOVA)47
表4-5 不同外表吸引力之服務品質的平均數與標準差48
表4-6 外表吸引力對服務品質之變異數分析(ANOVA)48
表4-7 不同專業能力之服務品質的平均數與標準差49
表4-8 專業能力對服務品質的變異數分析(ANOVA)49
表4-9 不同專業能力之責任感的之平均數與標準差50
表4-10 專業能力對責任感之變異數分析(ANOVA)50
表4-11 責任感對服務品質之迴歸分析51
表4-12 服務品質對夥伴關係品質之迴歸分析51
表4-13 實驗二各量表的信度分析52
表4-14 外表吸引力與專業能力操弄測試結果53
表4-15 不同外表吸引力之責任感的平均數與標準差54
表4-16 外表吸引力對責任感之變異數分析(ANOVA)54
表4-17 不同外表吸引力之服務品質的平均數與標準差55
表4-18 外表吸引力對服務品質之變異數分析(ANOVA)55
表4-19 不同專業能力之服務品質的平均數與標準差56
表4-20 專業能力對服務品質的變異數分析(ANOVA)56
表4-21 不同專業能力之責任感的之平均數與標準差57
表4-22 專業能力對責任感之變異數分析(ANOVA)57
表4-23 責任感對服務品質之迴歸分析58
表4-24 服務品質對夥伴關係品質之迴歸分析58
表5-1 實驗一研究假設與實證結果59
表5-2 實驗二研究假設與實證結果60
圖次
圖1-1 研究流程5
圖2-1 行銷策略之發展8
圖2-2 關係品質模型10
圖2-3 關係品質模型11
圖2-4 關係行銷的模型15
圖2-5 服務品質缺口模型20
圖2-6 研究架構35
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