隨著各大精品進入台灣市場日益成熟的時代，相對的市場競爭進入前所未有的白熱化階段，但隨之而來的銷售人員之素質、專業能力乃至於品牌導向及教育訓練等等因素，更需要藉由不斷的提升才能使銷售績效達到應有的水準，而Drollinger et al.（2012）則提到有關銷售績效的研究架構是以「積極之同情心傾聽」、「信任」、「關係品質」來作探討；目前相關文獻大多探究各構面單獨影響銷售績效的相關研究，但少有探討有關本研究相關構面來全面性的探討銷售績效之相關文獻，故本研究藉由相關文獻統整出銷售績效影響各構面之研究，希望透過研究能填補其文獻上的缺口。而其研究目的是為了讓自身及公司能更了解銷售人員之銷售策略並進而符合顧客需求，提升市場占有率及品牌形象。本研究以從事S品牌之從事銷售的前線人員為研究對象，並針對這些銷售人員發放紙本問卷，共計回收150份有效問卷，回收後之資料，以統計套裝軟體作為資料分析之工具，選定合適之統計分析方法以利相關資料分析與驗證，其中包括信效度分析、相關性分析、迴歸分析、獨立樣本T檢定分析及單因子變異數分析(ONE-WAY ANOVA)等推論性統計分析。
本研究的結論如下，影響銷售人員過程及績效之因素有銷售人員的傾聽能力、專業能力、教育訓練及銷售過程處理能力的促成交易對銷售過程及績效有正向的影響；而其S品牌精品零售產業教育訓練對銷售人員銷售過程處理能力的影響則經本研究所得之結論則對銷售過程有相當之幫助，以此可知，教育訓練對品牌本身之業績及銷售人員提升有相當之影響力。

As luxury brands enter the increasingly mature and over-saturated Taiwan market, market competition continues to reach unprecedented heights. Such market pressures elevate the need for top quality salespersons with relevant sales skills and extensive brand-orientation and coaching programs especially when maintaining sales performance is tantamount. 
While Drollinger et al. (2012) developed the structure of using Active Empathetic Listening scale to explore salesperson performance using concepts and factors such as trust, relationship skills, sales performance effectiveness, most research focuses on a single facet of sales performance thereby exposing the lack of comprehensive research into sales performance effectiveness. This research paper aim to close this gap through consolidating relevant literature to derive a comprehensive, multi-faceted analysis into sales performance effectiveness. The goal is to increase market share, improve brand image and satisfy customer needs through better understanding of sales performance strategies employed by salespersons.
 The underlying data used in this research were collected from 150 surveys filled out by frontline sales related personnel of a luxury brand, referred to as “S brand” from here onwards. Subsequently, the survey data were analyzed with the use of statistical software tools for analysis and validation using various statistical analysis methods including correlation analysis, reliability and validity analysis, independent sample T test analysis and single factor variance (one-way ANOVA) analysis.
This research concludes that active empathetic listening skills, product knowledge and issue resolution abilities derived from properly designed sales process, training or education has positive impact on sales performance.

目錄
目錄	I
表目錄	III
圖目錄	V
第一章　緒論	1
第一節　研究背景	1
第二節　研究動機與目的	1
第三節　研究範圍	3
第四節　研究流程	3
第二章　文獻探討	5
第 一 節　銷售人員的傾聽能力對銷售績效的影響	5
第 二 節　銷售人員專業能力對銷售績效的影響	6
第 三 節　品牌導向對銷售績效的影響	9
第 四 節　教育訓練對銷售績效的影響	11
第 五 節　銷售過程處理能力對銷售績效的影響	12
第 六 節　銷售績效	16
第三章　研究方法與設計	18
第一節　研究架構	18
第二節　研究假說	19
第三節　變數操作型定義與問項設計	21
第四節　研究設計	28
第五節　資料分析	29
第四章 資料分析	31
第一節 樣本結構分析	31
第二節 問卷效度與信度分析	32
第三節 各構面之相關分析	37
第四節 迴歸分析	38
第五節 獨立樣本T檢定與單因子變異數分析	46
第五章 結論與討論	55
第一節 研究結論	55
第二節 研究貢獻及管理意涵	57
第三節 研究限制與後續研究建議	59
參考附錄	60
參考文獻	63
 
表目錄
表 3-1銷售人員的傾聽能力之問項	21
表 3-2銷售人員專業能力-專業的外表之問項	22
表 3-3銷售人員專業能力-商品的專業知識之問項	23
表 3-4 品牌導向之問項	24
表 3-5教育訓練之問項	24
表 3-6銷售過程處理能力-發掘潛在顧客之問項	25
表 3-7銷售過程處理能力-適應性的銷售行為之問項	26
表 3-8銷售過程處理能力-處理異議之問項	26
表 3-9銷售過程處理能力-銷售談判之問項	27
表 3-10銷售過程處理能力-促成交易之問項	27
表 3-11銷售績效之問項	28
表 4-1樣本結構分析比較表	31
表 4-2各構面探索性因素分析結果比較表	33
表 4-3問項內容對照表	35
表 4-4 各構面之相關分析	37
表 4-5 銷售人員傾聽能力、專業能力、品牌導向及教育訓練對銷售過程處理能力之複迴歸分析表	39
表 4-6 銷售人員傾聽能力、專業能力、品牌導向及教育訓練對發掘潛在顧客之複迴歸分析表	40
表 4-7 銷售人員傾聽能力、專業能力、品牌導向及教育訓練對適應性的銷售行為之複迴歸分析表	41
表 4-8 銷售人員傾聽能力、專業能力、品牌導向及教育訓練對處理異議之複迴歸分析表	42
表 4-9 銷售人員傾聽能力、專業能力、品牌導向及教育訓練對銷售談判之複迴歸分析表	43
表 4-10 銷售人員傾聽能力、專業能力、品牌導向及教育訓練對促成交易之複迴歸分析表	44
表 4-11 發掘潛在顧客、適應性的銷售行為、處理異議、銷售談判及促成交易對銷售績效之複迴歸分析表	45
表 4-12性別對十構面之影響T檢定表	46
表 4-13 年齡對十構面影響之ANOVA檢定表	48
表 4-14 教育程度對十構面影響之T檢定表	49
表 4-15進入零售業年資對十構面影響之ANOVA檢定表	50
表 4-16 在S品牌工作年資對十構面影響之ANOVA檢定表	52
表 4-17研究假設驗證結果彙整表	54

圖目錄
圖 1研究流程圖	4
圖 2研究架構	18

中文文獻：
1.曾金富(2011)。，教育訓練對壽險業務人員績效影響之研究-以C人壽保險公司為例，碩士論文，逢甲大學風險管理與保險研究所碩士論文。
2.丁志達(2015)。人力資源管理。臺北市：揚智文化。
英文文獻：
1.Ahearne, M., Jones, E., Rapp, A., & Mathieu, J. (2008). High touch through high tech: The impact of salesperson technology usage on sales performance via mediating mechanisms. Management Science, 54(4), 671–686.
2.Alexander, J. F., Schul, P. L., & McCorkle, D. E. (1994). An assessment of selected relationships in a model of the industrial marketing negotiation process. The Journal of Personal Selling & Sales Management, 14(3), 25.
3.Anderson, R. E., Dubinsky A. J., and Mehta. R. (2007). Personal Selling: Building Customer Relationships and Partnerships. Florence, KY: South-Western/Cengage Learning. 
4.Avila, R. A., Dodds, W. B., Chapman, J.D., Mann, O. K., & Wahlers, R. G. (1994). Importance of price in industrial buying: Sales versus purchasing perspectives. Review of Business, 15(2), 34–38.
5.Avila, R. A., Fern, E. F., & Mann, K. O. (1988). Unraveling criteria for assessing the performance of sales. The Journal of Personal Selling & Sales Management, 8(1), 45–55.
6.Baker, J., Grewal, D., & Parasuraman, A. (1994). The influence of store environment on quality inferences and store image. Academy of Marketing Science.Journal,22(4), 328.
7.Balmer M.T. & Greyser S.A. (2003). Revealing the corporation: perspectives on identity, image, reputation, corporate branding, and corporate-level marketing. London & New York: NY: Routledge
8.Baumgarth, C. (2009). Brand orientation of museums: Model and empirical results. International Journal of Arts Management, 30-45.
9.Baumgarth, C. (2010). “Living the brand”: brand orientation in the business-to-business sector. European Journal of Marketing, 44(5), 653-671.
10.Baumgarth, C., & Schmidt, M. (2010). How strong is the business-to-business brand in the workforce? an empirically-tested model of 'internal brand equity' in a business-to-business setting. Industrial Marketing Management, 39(8), 1250-1260. 
11.Birkigt К, S. M., & Funck, H. J. (2002). Corporate Identity: Grundlagen, Funktionen, Fallbeispiele. 11, ueberarb. und aktualisierte Aufl. Muenchen: Redline Wirtschaft bei Verl. Modeme Industrie.
12.Boles, J. S., Babin, B. J., Brashear, T. G., & Brooks, C. (2001). An examination of the relationships between retail work environments, salesperson selling orientation-customer orientation and job performance. Journal of Marketing Theory and Practice, 9(3), 1-13.
13.Bollen, K. and Long, J. (1993), Testing structural equation models, sage publications, Newbury Park, CA. (2001)
14.Bridson, K., & Evans, J. (2004). The secret to a fashion advantage is brand orientation. International Joural of Retail & Distribution Management, 32(8), 403-411.
15.Burmann, C., Zeplin, S., & Riley, N. (2009). Key determinants of internal brand management success: An exploratory empirical analysis. Journal of Brand Management, 16(4), 264-284.
16.Christodoulides, G., & De Chernatony, L. (2010). Consumer-based brand equity conceptualization and measurement: A literature review. International journal of Research in Marketing, 52(1), 43-66.
17.Cornelissen J. (2000). “Integration” in communication management: conceptual and methodological considerations. Journal of Marketing Management, 16(6), 597–606.
18.Drollinger, T., Comer, L. B., & Warrington, P. T. (2006). Development and validation of the active empathetic listening scale. Psychology & Marketing, 23(2), 161-180. 
19.Drollinger, T., & Comer, L. B. (2012). Salesperson's listening ability as an antecedent to relationship selling. Journal of Business & Industrial Marketing, 28(1), 50-59.
20.Dunlap, B. J., Dotson Michael J. & Terry M. (1988) Chambers, Perceptions of real-estate brokers and buyers: A sales-orientation, customer-orientation approach, Journal of Business Research, Volume 17 (2), 175-178. 
21.Ewing MT & Napoli J. (2005) Developing and validating a multidimensional nonprofit brand orientation scale. Journal of Business Research, 58(6), 841–53.
22.Farrell, S., & Hakstian, A. R. (2001). Improving salesforce performance: A meta-analytic investigation of the effectiveness and utility of personnel selection procedures and training interventions. Psychology & Marketing, 18(3), 281-316.
23.Fornell, C. 1992. A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing 55 (January): 1-21. and D. F. Larcker. 1981. “Evaluating Structural Equation Models with Unobserved Variables and Measurement Error.” Journal of Marketing Research 18 (1): 39-50.
24.Gerbing, D. W., & Anderson, J. C. (1988). An updated paradigm for scale development incorporating unidimensionality and its assessment. Journal of marketing research, 186-192.
25.Gerbing, D. W., & Anderson, J. C. (1992), Monte Carlo Evaluations of Goodness of Fit Indices for Structural Equation Models, Sociological Methods and Research, 21, 132-160.
26.Gromark, J., & Melin, F. (2011). The underlying dimensions of brand orientation and its impact on financial performance. Journal of Brand Management, 18(6), 394-410.
27.Guenzi, P. and Georges, L. (2010) Interpersonal trust in commercial relationships: antecedents and consequences of customer trust in the salesperson, European Journal of Marketing, 44(1), 114-138.
28.Hankinson, P. (2002). The impact of brand orientation on managerial practice: A quantitative study of the UK's top 500 fundraising managers. International Journal of Nonprofit and Voluntary Sector Marketing, 7(1), 30-44.
29.Hatch MJ and Schultz M. (2001) Are the strategic stars aligned for your corporate brand? Harvard Business Review, 79(2), 128–34.
30.Hatch MJ, and Schultz M. (2008) Taking brand initiative — how companies can align strategy, culture, and identity through corporate branding. San Francisco: Jossey-Bass.
31.Homburg, C., & Jensen, O. (2007). The thought worlds of marketing and sales: which differences make a difference?. Journal of Marketing, 71(3), 124-142.
32.Hu, L. and Bentler, P.M. (1999), Cutoff criteria for fit indexes in covariance structure analysis: conventional criteria versus new alternatives, Structural Equation Modeling, pp. 1-55.
33.Ingram, T. N., & LaForge, R. W. (1989). Sales management: Analysis and decision making. Chicago: Dryden Press.
34.Jackson, D. W., Keith, J. E., & Schlacter, J. (1983). Evaluation of selling performance: A study of current practices. The Journal of Personal Selling & Sales Management, 3(2), 42–52.
35.Johlke, M. C. (2006). Sales presentation skills and salesperson job performance. Journal of Business & Industrial Marketing, 21(5), 311-319.
36.Jolson, M. A., & Wotruba, T. R. (1992). Selling and sales management in action: Prospecting: A new look at this old challenge. The Journal of Personal Selling & Sales Management, 12(4), 59. 
37.Jolson, M. A. (1997). Broadening the scope of relationship selling. The Journal of Personal Selling & Sales Management, 17(4), 75-88. 
38.Jöreskog, K. and D. Sörbom. (1993). LISREL 8: Structural Equation Modeling with the SIMPLIS Command Language. New York: Scientific Software International/Erlbaum.
39.Marshall, G. W., Goebel, D. J., & Moncrief, W. C. (2003). Hiring for success at the buyer–seller interface. Journal of Business Research, 56(4), 247-255.
40.Mehta, R., Rosenbloom, B., & Anderson, R. (2000). Research note: Role of the sales manager in channel management: Impact of organizational variables. Journal of Personal Selling & Sales Management, 20(2), 81-88.
41.Menon, K., & Dubé, L. (2000). Ensuring greater satisfaction by engineering salesperson response to customer emotions. Journal of Retailing, 76(3), 285-307.
42.Podsakoff, P. M., MacKenzie, S. B., Paine, J. B., & Bachrach, D. G. (2000). Organizational citizenship behaviors: A critical review of the theoretical and empirical literature and suggestions for future research. Journal of Management, 26(3), 513-563.
43.Rafaeli, A. (1993). Dress and behavior of customer contact employees: A framework for analysis. Advances in Services Marketing and Management, 2, 175-211.
44.Roberts, J. A., Lapidus, R. S., & Chonko, L. B. (1994). An exploratory examination of situational variables, effort and salesperson performance. Journal of Marketing Theory and Practice, 2(3), 70. 
45.Robinson Jr, L., Marshall, G. W., Moncrief, W. C., & Lassk, F. G. (2002). Toward a shortened measure of adaptive selling. Journal of Personal Selling & Sales Management, 22(2), 111-118.
46.Roman, S., Ruiz, S., & Munuera, J. L. (2002). The effects of sales training on sales force activity. European Journal of Marketing, 36(11), 1344-1366.
47.Saxe, R., & Weitz, B. A. (1982). The SOCO scale: A measure of the customer orientation of salespeople. Journal of Marketing Research, 343-351.
48.Sujan, H. (1999) Optimism and Street-Smarts: Identifying and Improving Salesperson Intelligence, Journal of Personal Selling and Sales Management, Vol.19(3), 17-33.
49.Sundaram, D.S. and Webster. C., (2000), The role of nonverbal communication in service encounters. Journal of Services Marketing 14(5), 378-391.
50.Szymanski, D. M., & Churchill, Jr. G.A. (1990). Client evaluation cues: A comparison of successful and unsuccessful salespeople. Journal of Marketing Research, 27(2), 163.
51.Verbeke, W., & Bagozzi, R. P. (2000). Sales call anxiety: Exploring what it means when fear rules a sales encounter. Journal of Marketing, 64(3), 88-101.
52.Weitz, B. A., Sujan, H., & Sujan, M. (1986). Knowledge, motivation, and adaptive behavior: A framework for improving selling effectiveness. Journal of Marketing,50(4), 174-191. 
53.Weitz, B., Castleberry, S., & Tanner, J. (1992). Selling: Building Partnerships. Homewood, IL: ichard D: Irwin.
54.Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14.