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研究生:黃國書
研究生(外文):Kuo-Shu Huang
論文名稱:業務員影響策略與顧客個性,對銷售績效的影響-以房仲業務員為例
論文名稱(外文):The Impacts of Salespersons’ Influence Strategies and Customers’ Personal Characteristics on Sales Performance:An Example of Real Estate Salespersons
指導教授:吳文貴吳文貴引用關係
指導教授(外文):Wen-Kuei Wu
口試委員:賴志松徐茂練
口試委員(外文):Chih-Sung LaiMaw-Liann Shyu
口試日期:2015-01-27
學位類別:碩士
校院名稱:朝陽科技大學
系所名稱:企業管理系
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:2015
畢業學年度:103
語文別:中文
論文頁數:38
中文關鍵詞:業務員影響策略房屋仲介不動產銷售
外文關鍵詞:Salespersonsinfluence strategyreal estate agencyreal estatesales
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本研究探討業務員影響策略如何影響銷售績效,本研究從顧客角度來衡量業務員的影響策略,同時從業務員角度衡量顧客的個性,檢測二者對於銷售績效的影響。本研究對象為台中市某房仲公司的顧客,使用McFarland et al.(2006)等人所提出的六種影響策略,包括資訊提供、專業推薦、善意提醒、承諾履行、同理與激勵鼓舞策略,並將之簡化為四種影響策略,顧客個性則分為工作導向、互動導向與自我導向,分析二者會如何影響業務員銷售績效。
本研究結果顯示,「資訊提供」、「承諾履行」及「激勵鼓舞」等三種影響策略,顯著正向影響對顧客決策的影響力。互動導向與自我導向型的顧客,其購買決策較容易受業務員影響策略的影響。在滿意度方面,「資訊提供」與「承諾履行」策略,有助於提升對業務員的服務滿意度。顧客的互動導向也有助於提升滿意度。本研究結果有助於房仲業務員充分了解各種影響策略的成效,與顧客個性的正向作用,並提高業務員的績效。
This study aims to investigate the role of various influence strategies of salespersons and personal characteristics of customers on the sales performance in the context of transaction of real estate.We propose a research model based McFarland et al.’s (2006) six influence strategies including information exchange, recommendation, threat, promise, ingratiation and inspirational appeal,we test this model with data from 205 bidirectionally matched buy-seller dyads from a real estate agency company in middle of Taiwan.
The result reveals that information exchange, promise and inspirational appeal are more effective than the others on influencing purchase decisions, and information exchange and promise are positively related to customer satisfaction. We also found that the higher interaction orientation and self orientation of a customer, the greater is the influence of salespersons on purchase decisions. The higher interaction orientation of a customer, the greater is the customer satisfaction. This study adds to the existing guidelines for real estate salespersons to implement influence strategies and provides novel insights into the impact of personal characteristic of a customer on sales performance in the context of real estate agency industry.

目錄
摘要 ……………………………………………………………………………………………………………………………………I
Abstract ………………………………………………………………………………………………………………………II
目錄 …………………………………………………………………………………………………………………………………III
表目錄 ……………………………………………………………………………………………………………………………IV
圖目錄 ……………………………………………………………………………………………………………………………IV
第壹章 緒論 ……………………………………………………………………………………………………………1
第一節 研究背景與動機 ………………………………………………………………………………1
第二節 研究目的 ……………………………………………………………………………………………2
第三節 研究流程 ……………………………………………………………………………………………2
第貳章 文獻探討 ……………………………………………………………………………………………………4
第一節 房屋仲介業 ………………………………………………………………………………………4
第二節 業務員影響策略 ………………………………………………………………………………5
第三節 顧客個性的影響 …………………………………………………………………………14
第四節 銷售績效 ………………………………………………………………………………………15
第參章 研究方法 ………………………………………………………………………………………………18
第一節 研究架構……………………………………………………………………………………………18
第二節 研究工具設計……………………………………………………………………………………19
第三節 研究對象與問卷施測………………………………………………………………………21
第四節 分析方法……………………………………………………………………………………………22
第五節 信度與效度…………………………………………………………………………………………22
第肆章 研究結果 ………………………………………………………………………………………………25
第一節 樣本結構分析……………………………………………………………………………………25
第二節 業務員影響策略對銷售績效之分析……………………………………………26
第三節 業務員對顧客個性的認知對銷售績效之分析……………………………26
第伍章 結論與建議…………………………………………………………………………………………………28
參考文獻……………………………………………………………………………………………………………………………31
表目錄
表1 變項操作性定義與衡量問項 …………………………………………………………………………20
表2 本研究自變項、依變項因素分析結果 ………………………………………………………23
表3 樣本基本資料統計 ……………………………………………………………………………………………25
表4 本研究迴歸分析結果 ………………………………………………………………………………………26
圖目錄
圖1 本研究流程圖 …………………………………………………………………………………………………………3
圖2 本研究觀念架構圖 ……………………………………………………………………………………………19
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