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研究生:林秋鳳
研究生(外文):Chiu-feng Lin
論文名稱:顧客知識管理、顧客導向與適應性銷售行為對銷售績效與工作滿足之研究
論文名稱(外文):The Research Of Customer Knowledge Management, Customer Orientation And Adaptive Selling Behavior On Sales Performance And Job Satisfaction
指導教授:范惟翔范惟翔引用關係
指導教授(外文):Wei-hsiang Fan
學位類別:碩士
校院名稱:南華大學
系所名稱:企業管理系管理科學碩博士班
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:2009
畢業學年度:97
語文別:中文
論文頁數:87
中文關鍵詞:顧客知識管理顧客導向工作滿足銷售績效適應性銷售行為
外文關鍵詞:Sales PerformanceKnowledge ManagementCustomer OrientationAdaptive Selling BehaviorJob Satisfaction
相關次數:
  • 被引用被引用:49
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  顧客知識管理之理論與應用可分為組織與個人兩面向,以組織而論,企業將顧客有關的銷售知識運用於推廣公司產品促進績效;就個人而言,銷售人員將顧客知識轉為個人的銷售能耐,進而提昇銷售績效並獲得工作滿足。同時,本研究將顧客知識管理延伸到顧客導向與適應性銷售行為並討論對銷售績效與工作滿足之影響,並以直銷業為實證,運用典型相關分析與結構方程模式驗證相關程度與整體模式。
 
  研究結果顯示典型相關與理論模型皆獲得支持,顧客知識管理對適應性銷售行為有顯著正向影響;適應性銷售行為對銷售績效有顯著正向影響,且在顧客知識管理與銷售績效間具中介效果;銷售績效對工作滿足有顯著正向影響,且在適應性銷售行為與工作滿足間亦具中介效果。
  The theories and applications of customer knowledge management can be divided into the two aspects of organizational and individual. In terms of the organizational, companies use the relevant sales knowledge of customers to promote its products and improve performance. In terms of the individual, sales personnel convert customer knowledge into individual sales capacity, increasing their sales and gaining job satisfaction. At the same time, this study extends customer knowledge management to customer-oriented and adaptive selling behavior and discusses the effects of sales performance and job satisfaction. Direct marketing is used empirically to perform canonical correlation analysis and structural equation modeling to test for correlation and the overall model.
 
  This study found that both canonical correlation and theoretical models were supported and that customer knowledge management does indeed have significant positive influence on adaptive selling behavior. Adaptive selling behavior has significant positive influence on sales performance and also has a mediating effect between customer knowledge management and sales performance. Sales performance has a significant positive influence on job satisfaction and also has a mediating effect between adaptive selling behavior and job satisfaction.
中文摘要 …………………………………………………………………………… i
英文摘要 …………………………………………………………………………… ii
目錄 …………………………………………………………………………… iv
表目錄 …………………………………………………………………………… vi
圖目錄 …………………………………………………………………………… viii
 
第一章 緒論 …………………………………………………………………… 1
1.1 研究背景與動機 ……………………………………………………… 1
1.2 研究目的 …………………………………………………………… 3
1.3 研究流程 …………………………………………………………… 4
 
第二章 文獻探討 …………………………………………………………… 5
2.1 顧客知識管理 ……………………………………………………… 5
2.2 顧客導向……………………………………………………………… 10
2.3 適應性銷售行為……………………………………………………… 12
2.4 銷售績效……………………………………………………………… 16
2.5 工作滿足……………………………………………………………… 19
 
第三章 研究方法 …………………………………………………………… 22
3.1 研究架構……………………………………………………………… 22
3.2 研究假設……………………………………………………………… 23
3.3 研究變數之操作性定義與衡量內容………………………………… 27
3.4 問卷設計與資料收集………………………………………………… 30
3.5 資料分析方法………………………………………………………… 32
 
第四章 研究結果與分析 …………………………………………………… 37
4.1 樣本之描述性統計分析……………………………………………… 37
4.2 信度與效度分析……………………………………………………… 39
4.3 相關分析……………………………………………………………… 53
4.4 典型相關分析………………………………………………………… 54
4.5 結構模式配適度分析………………………………………………… 57
 
第五章 結論與建議…………………………………………………………… 66
5.1 研究結論……………………………………………………………… 66
5.2 實務意涵……………………………………………………………… 69
5.3 研究限制與後續研究建議…………………………………………… 70
 
參考文獻
一、中文部分………………………………………………………… 72
二、英文部分………………………………………………… 74
 
附錄一
本研究問卷…………………………………………………………… 83
個人簡歷 …………………………………………………………………………… 87
一、中文部份
 
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3.林震岩(民95),多變量分析:SPSS的操作與運用,初版,台北:智勝文化。
 
4.范惟翔、張瑞鉉、盧建勳(民95),台灣連鎖業顧客知識管理理論與實證,中華管理學報,7卷,2期, 1-22頁。
 
5.梁定澎、歐陽彥晶、許如欽(民94),影響台灣企業採用知識管理之因素,資訊管理學報,12卷,3期, 1-38頁。
 
6.陳協勝、蔡清陽(民95),服務人員顧客導向對工作滿足、組織承諾與組織公民行為關聯性之研究-以某旅館業為例,2006創新、整合與應用研討會,66-77頁。
 
7.陳嵩、蘇淑芬(民95),售人員的目標取向-組織環境及個人成功歸因信念的角色,人力資源管理學報,6卷,1期,1-29頁。
 
8.張銘峻(民92),新產品績效受顧客互動強度與顧客知識管理能力等相關因素影響之研究-以台灣資訊軟體產業為例,中原大學企業管理系碩士論文。
 
9.黃心怡(民96),即時通訊軟體使用對溝通滿足與個人績效影響之研究,國立雲林科技大學企業管理碩士論文。
 
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12.黃識民(民94),市場導向、關係行銷能力與顧客知識能力對企業資本之影響,第三屆全國當代行銷學術研討會。
 
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17.劉桂苓(民96),以服務導向、情緒勞務、支持性組織氣候為前置因素探討零售服務業銷售人員之適應性銷售與銷售績效,國立雲林科技大學企業管理系碩士論文。
 
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