論文名稱：銷售導向-顧客導向行為、銷售技巧與銷售績效之關連性－以T電信通路門市人員為例	頁數：49
校系(所)組別：淡江大學企業管理學系碩士在職專班
畢業時間及提要別：100學年度第2學期學位論文提要     
 
 
研究生：吳中信	   	指導教授：吳坤山 博士

		          涂敏芬 博士
論文提要內容：  


       銷售人員是公司行銷人力資本的主力，銷售人員的績效將會直接影響企業的生存與發展。然而影響銷售人員績效的因素眾多，銷售技巧是其中的關鍵要素之一。電信通路門市銷售人員是否具備良好的銷售技巧將會影響個人及公司的工作績效與目標。
本研究旨在探討電信通路門市銷售人員之銷售技巧、銷售導向-顧客導向行為與銷售人員績效之間的關聯性，並以銷售經驗與教育訓練品質做為銷售技巧的前因變數；此外再以銷售技巧當作調節變數，探討其對銷售導向-顧客導向行為與銷售人員績效之調節效果。
本研究以問卷調查法進行研究，以T電信通路門市銷售人員為問卷發放對象，共發放330份問卷，有效回收問卷309份。針對回收的有效樣本309份資料，進行信度分析、敘述性統計、及階層迴歸分析。經實證分析和討論後，獲致結論如下：
一、電信通路門市銷售人員的銷售技巧能力對銷售人員的銷售績效具有部份影響關係。
二、電信通路門市銷售人員的銷售經驗與銷售技巧呈顯著正相關。
三、教育訓練品質與電信通路門市銷售人員的銷售技巧呈顯著正相關。
四、電信通路門市銷售人員之銷售導向－顧客導向行為顯著正向影響銷售人員的銷售績效。
五、電信通路門市銷售人員之銷售技巧在銷售導向－顧客導向行為與銷售績效之間具有部份的調節效果。




關鍵字：銷售導向-顧客導向行為、銷售技巧、銷售績效

Title of Thesis： 
The relationships between sale orientation-customer orientation behavior, selling skill and salesperson performance : as T mobile telecommunication channel staffs for example	 Total pages:49
Key word:	sale orientation-customer orientation (SOCO), Selling skill, Salesperson performance
Name of Institute:	Executive Master’s Program of Business Administration (EMBA) in General Management
Graduate date:	June, 2012	Degree conferred : Master

Name of student:	
Wu, Chung-Hsin	Advisor: Wu, Kun-Shan, Ph.D.
        Tu, Min-Fen, Ph.D.
	
吳中信	        吳坤山　博士  
        涂敏芬  博士
Abstract:
   As an important role of corporate human resources, sales personnel influence significantly the survival and the development of firms. Among many influencing factors of salesperson performance, selling skill is a critical one. For channel staff in mobile telecommunication industry, possessing excellent selling skills would help improve both individual and companies’ performance.
   The purpose of this study is to discuss the relationships between the sale orientation-customer orientation (SOCO) behavior, selling skill, and salesperson performance of mobile telecommunication channel staff. The effects of selling experience and quality of educational training are examined as the antecedents of selling skill. In addition, this study attempts to examine the moderating effect of selling skill on the relationship between sale orientation-customer orientation behavior and salesperson performance. 
   This study conducted quantitative analysis through questionnaire survey, distributing 330 questionnaires to the channel staffs of T mobile telecommunication company. 309 usable samples were retrieved and were used for descriptive analysis, reliability analysis, and hierarchical regression analysis. The test results are as following:
1.	The selling skill of telecommunication channel staff partially affects their sales performance.
2.	The selling experience of telecommunication channel staff is positively related with their selling skill.
3.	The quality of educational training of telecommunication channel staff is positively related with their selling skill.
4.	The sale orientation-customer orientation behavior of telecommunication channel staff positively affects their sales performance. 
5.	The selling skill of telecommunication channel staff has partial moderating effect on the relationship between sale orientation-customer orientation behavior and salesperson performance

第一章 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
第二章 文獻探討	4
第一節 銷售人員績效	4
第二節 銷售技巧	6
第三節 銷售導向-顧客導向行為	9
第三章 研究方法	12
第一節 研究架構與假設	12
第二節 研究變項操作性定義與衡量	13
第三節 研究對象與範圍	17
第四節 統計分析	17
第四章 資料分析	18
第一節 前測分析	18
第二節 樣本結構分析	19
第三節 信度分析	23
第四節 差異性分析	24
第五節 研究變項之因果關係	30
第五章 結論與建議	37
第一節 研究結論與發現	37
第二節 管理意涵	39
第三節 研究限制	40
第四節 未來研究方向建議	40
參考文獻	41
附錄：正式問卷	48

中文部份：
1.	黃伊君(2010)。部份工時銷售人員之人格特質、銷售技巧、銷售－顧客導向行為與銷售績效之關聯性。國立中山大學碩士論文。
2.	斐一蕾(2009)。企業一線銷售人員授權與銷售績效相關研究。吉林大學管理學院管理學博士論文。
3.	呂濤及聶銳(2009)。非正式控制對銷售人員績效和客戶關係品質的影響。風險管理，12(2), 153-160.
4.	張正林、莊貴軍、許益鋒(2011)。北京工商大學學報(社會科學版)，第26卷第5期，銷售員個人績效研究綜敘，9月。
5.	江若塵、陳宏軍(2011)。商業經濟與管理，第232期，銷售績效相關影響因素的實證研究，2月。
6.	許惠真(2005)。領導風格與顧客導向行為關係之探討-以員工知覺支持為中介。國立台灣科技大學企業管理系碩士班碩士論文。

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