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研究生:李品蓁
研究生(外文):Pin-chen Li
論文名稱:組織因素、顧客知識管理、銷售績效與工作滿足之關聯研究
論文名稱(外文):THE RELATIONSHIPS AMONG ORGANIZATIONAL FACTORS, CUSTOMER KNOWLEDEGE MANAGEMENT, SALES PERFORMANCE AND JOB SATISFACTION
指導教授:吳啟絹吳啟絹引用關係
指導教授(外文):Chi-Chuan Wu
口試委員:吳啟絹
口試委員(外文):Chi-Chuan Wu
口試日期:2015-06-17
學位類別:碩士
校院名稱:大同大學
系所名稱:事業經營學系(所)
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
論文頁數:187
中文關鍵詞:銷售人員組織因素顧客知識管理銷售績效工作滿足
外文關鍵詞:SalespersonOrganization FactorCustomer Knowledge ManagementJob SatisfactionSales Performance
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管理大師Drucker提到:「我們正進入一個知識社會,在這社會當中,基本的經濟資源將不再是勞力、資本或是有形的自然資源,而是知識」。Garcia- Murillo and Annabi (2002)認為:「顧客是企業最重要的知識來源,因為顧客的知識能夠為企業發掘出新興市場的創新機會,並找出市場優勢的關鍵因素(Sanchez and Elola,1991; Li and Calantone, 1998)」。企業為了瞭解並整合顧客的資訊,就必須要成立顧客資料庫,並盡力地蒐集、鍵入(Key in)顧客的相關資訊。然而企業卻忽略了建立顧客資料庫僅僅只是從事顧客知識管理的第一步,更重要的是應該要如何分析、解讀資訊,並轉化成有用的顧客知識而能夠被組織所運用(簡瑞霖,2005)。林怡萱(2012)提到:「在進入知識經濟時代之後,顧客知識管理已是創造企業價值的核心關鍵,因此企業必須透過整合有效的顧客知識管理創造出持續性的競爭優勢。
綜合上述,以顧客為中心的企業會持續與顧客互動溝通、累積並產生對顧客更深的了解;藉由銷售人員與顧客之間的買賣、與顧客建立關係,以掌握顧客資訊。同時利用顧客的知識,訂定不同的銷售策略與商業模式來達到企業的銷售績效來達到企業的銷售績效亦能達到顧客的需求(林怡萱,2012)。而對於銷售人員來說,銷售過程是一種學習,藉由顧客資訊知識的累積是建立顧客知識的第一步,往後也必須透過吸收及分享的過程,才可轉化成為有效的顧客知識,並將這些知識應用在銷售決策上,進而提升自己的專業知識領域以及公司的競爭力(林怡萱,2012)。
本研究的研究對象為台灣銷售人員,問卷發放方式為人工紙本與網路電子郵件問卷。問卷發放期間為2015年的3月至4月,期間共計發放250份紙本問卷,其回收有效問卷共計193份(包含3份有效電子郵件問卷)。本研究使用AMOS 20.0統計軟體及結構方程模式來衡量各路徑的效果並進行假設檢定分析台灣銷售人員對於工作滿足的影響。
研究結果顯示:組織因素與顧客知識管理之間的有正向關係;顧客知識管理與銷售績效之間的有正向關係;顧客知識管理與工作滿足有正向關係;銷售績效與工作滿足之間有正向關係。
Drucker say: We are entering a knowledge society, which in this society, the basic economic resources will no longer be labor, capital or tangible natural resources, but knowledge. Garcua-Murillo and Annabi (2002) said: “Customers is the most important source of knowledge, since knowledge of customers can provide firms to explore innovative opportunities in emerging markets, and to identify the key factors in a market advantage (Sanchez and Elola, 1991; Li and Calantone, 1998) The firms established to customer database, in order to understand and integrate customer information. However, firms are neglected build to customer database is just the first in the customer knowledge management, that more important is how should be want to analyze, interpret information, and transformed into useful customer knowledge can be organized by the use (Jian, 2005). Lin (2012)” Into the Age of Knowledge Economy, Customer Knowledge Management is the key to creating the core business value. Therefore the firm has to be created sustainable competitive advantage through the effective integration of Customer Knowledge Management”.
In summary, the customer as the center companies will continue of interactive communication with customers, accumulate and create a deeper understanding of the customer. In order to master customer information, with trading between the sales staff and customers, build relationships with. While using the customer's knowledge to provide for different marketing strategies and business models that achieve the firm's sales performance to achieve the company's sales performance also fulfill the needs of customers (Lin, 2012).This study, the research object is salesperson a kind of industries in Taiwan. 250 questionnaires, including 3 E-mail questionnaires issued during March to April 2015 and recovery questionnaire number carried on 193, including 3 E-mail questionnaires.
As the result, organization factor effect on customer knowledge management has positive impact; customer knowledge management effect sales performance has positive impact; knowledge management effect on job satisfaction has positive impact; customer; sales performance effect on job satisfaction has positive impact
摘要 I
表目錄 VII
圖目錄 VIII
第壹章 緒論 1
第一節 研究動機 1
第二節 研究目的 3
第三節 研究流程 4
第貳章 文獻探討 5
第一節 組織因素 5
第二節 顧客知識管理 11
第三節 銷售績效 22
第四節 工作滿足 26
第參章 研究方法 32
第一節 研究架構 32
第二節 研究假設 32
第三節 操作型定義及衡量 38
第五節 資料分析方法 44
第六節 前測 45
第肆章 研究結果 46
第一節 樣本結構與敘述性統計 46
第二節 信度分析 48
第三節 結構方程式模型分析 49
第四節 結構模式分析 53
第伍章 結論與建議 55
第一節 研究結論 55
第二節 管理意涵 57
第三節 研究限制與未來建議 58
參考文獻 60
附錄 76

表目錄
表1  顧客知識管理與顧客關係管理之間的差異 14
表2  工作滿足相關定義 27
表3  組織因素之衡量 39
表4  顧客知識管理之衡量 40
表5  銷售績效之衡量 41
表6  工作滿足之衡量 42
表7  前測信度統計量 45
表8  樣本發放公司 46
表9  問卷樣本分布情形 47
表10 信度分析 49
表11 衡量模式模型配適度 50
表12 各變數的收斂效度 51
表13 區別效度分析彙總表 52
表14 結構方程模型適配度 53
表15 路徑係數分析 54
表16 研究假設 55

圖目錄
圖1 研究流程 4
圖2 顧客知識取得策略模式 21
圖3 顧客知識產出 22
圖4 Maslow需求層次理論架構圖 29
圖5 研究架構圖 32
一、中文部分
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