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研究生:呂建輝
研究生(外文):Lyu, Jian-Huei
論文名稱:顧客參與對業務員銷售行為與績效影響之研究
論文名稱(外文):Effect of Customer Participation on Salesperson Selling Behaviors and Performance
指導教授:陳彥君陳彥君引用關係
指導教授(外文):Chen, Yen-Chun
口試委員:駱少康蔡顯童陳彥君
口試委員(外文):Luo, Shao-KangTsai, Sian-TongChen, Yen-Chun
口試日期:2014-06-24
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際企業管理學系
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:2014
畢業學年度:102
語文別:中文
論文頁數:62
中文關鍵詞:顧客參與銷售努力適應性銷售績效
外文關鍵詞:Customer ParticipatioSelling EffortAdaptive SellingPerformance
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  銷售人員在企業與顧客的交易過程中扮演著重要的溝通角色,銷售人員一方面必須得了解顧客的需求進而提供適切的商品服務,另一方面也必須同時完成企業所給予的銷售任務目標。近年來在環境變遷下,鼓勵顧客參與服務傳遞過程和企業共同創造更佳的服務價值成為一種管理思維,愈來愈多的顧客參與也直接或間接地影響到了企業第一線銷售人員的工作內涵和方式。
  業務員銷售主要的工作是與顧客溝通和互動過程,瞭解顧客的需求,提供更完整的服務讓顧客滿意,在服務過程中透過意見交換與顧客建議,可以有效提升服務品質。當面對不同顧客的互動時,銷售人員依據銷售情境及顧客特質,去改變調整其銷售行為,讓顧客在溝通過程中願意購買產品,達成銷售任務目標。但是在顧客參與程度的高低對銷售人員有不同的影響,當參與程度的改變,對於銷售人員的投入、心理壓力都會造成不同程度的影響,間接影響銷售績效,這些這是值得探討的議題。

Salesmen play an important communicating role in the purchase process between business and customer. On one hand, the salesmen have to understand the customers’ needs and providing goods and services accordingly; on the other hand, they must achieve the goal of making the sales. Under the environmental changes recently, en-couraging customers to participate in the service delivery process and creating better service value has become a popular concept. More and more customers participating in this process directly or indirectly affect the ways of the promotion of frontline salesmen and the work essence of them.
The primary job of salesmen is to communicate and interact with their customers, to understand their needs and to provide more thorough service to their satisfaction. Through the exchanges of opinions and the suggestions on the customers’ side can effectively improve service quality in the process. When facing the interaction of different customers, salesmen adjust their behaviors according to various sales situa-tions and customers’ personality so that customers are willing to purchase in the end in order to achieve sales goal.
As a conclusion, the different levels of customer involvement have different levels of effect to the salesmen. The change of the level of participation, the input and the stress of salesmen can all cause various degrees of impact directly or indi-rectly to the performance. These issues stressed are needed to continue to be dis-cussed.

中文摘要 .................... iii
英文摘要 .................... iv
誌謝辭  .................... v
內容目錄 .................... vi
表目錄  .................... viii
圖目錄  .................... x
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  研究架構.............. 3
  第四節  研究範圍與限制........... 4
  第五節  研究流程.............. 4
第二章  文獻探討................ 6
  第一節  顧客參與.............. 6
  第一節  銷售行為.............. 11
  第三節  銷售績效.............. 15
  第四節  研究假設.............. 17
第三章  研究方法................ 20
  第一節  研究設計與資料蒐集......... 20
  第二節  操作型定義與問卷設計........ 21
  第三節  資料分析方法............ 25
第四章  資料分析與結果............. 27
  第一節  基本資料分料............ 27
  第二節  信度與效度分析........... 32
  第三節  相關分析.............. 36
  第四節  假設檢定分析............ 37
第五節 中介效果檢定分析.......... 40
第五章  結論與建議............... 45
  第一節  結論................ 45
  第二節  管理意涵.............. 47
  第三節  後續研究之建議........... 49
參考文獻 .................... 51
附錄A  正式問卷................ 60

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