【摘要】：目前顧客地位上升,需求日益多樣化,銷售人員越來越需要以顧客為中心,滿足顧客不同的需求,靈活的變通銷售技巧,才能促進(jìn)其長期的銷售業(yè)績。雖然目前有許多文獻(xiàn)證明了銷售人員的適應(yīng)性銷售行為的重要性,并且發(fā)現(xiàn)顧客導(dǎo)向是其適應(yīng)性銷售的行為的重要前因,但是也有部分文獻(xiàn)并不支持這個結(jié)論。有學(xué)者認(rèn)為應(yīng)該將顧客導(dǎo)向進(jìn)行類別上的進(jìn)一步區(qū)分,來界定其作用機(jī)制。同時,銷售人員不僅要對業(yè)務(wù)本身熟悉,更要良好的處理和顧客之間的人際關(guān)系,頻繁的使用人際關(guān)系作為銷售情景中的潤滑劑和促進(jìn)劑。銷售人員頻繁的使用自身的認(rèn)知資源和情感資源,極容易造成自身的情緒耗竭。在現(xiàn)有文獻(xiàn)中,研究人員更多的關(guān)注情緒耗竭前因及結(jié)果變量,極少將銷售人員的情緒耗竭作為一個重要的調(diào)節(jié)變量。故本研究以企業(yè)銷售人員為研究對象,借助資源保存理論,將銷售人員的顧客導(dǎo)向分為功能型顧客導(dǎo)向和情感型顧客導(dǎo)向,并且研究兩者對于其適應(yīng)性銷售行為的主效應(yīng),同時探索銷售人員的情緒耗竭作為調(diào)節(jié)變量對于此主效應(yīng)的影響。本研究收集了282份有效數(shù)據(jù),涉及到金融、化工、家居等多個行業(yè),通過問卷調(diào)研的方式,得出結(jié)論:銷售人員的功能型和情感型顧客導(dǎo)向都對其適應(yīng)性銷售起正向影響,情緒耗竭會分別負(fù)向調(diào)節(jié)其主效應(yīng)。最后,本文提出了本研究的理論和實踐貢獻(xiàn),并提出了一些針對銷售人員培訓(xùn)和管理的建議。
[Abstract]:At present, the customer status is rising, the demand is diversification day by day, the sales personnel need to take the customer as the center, satisfy the customer's different demand more and more, the flexible and flexible sales skill, can promote its long-term sales performance. Although many literatures have proved the importance of adaptive sales behavior and found that customer orientation is an important antecedent of adaptive sales behavior, some literatures do not support this conclusion. Some scholars believe that customer orientation should be further differentiated to define its mechanism. At the same time, the salesperson should not only be familiar with the business itself, but also need to deal well with the interpersonal relationship between customers, and frequently use interpersonal relationship as the lubricant and accelerator in the sales situation. Sales personnel frequently use their own cognitive and emotional resources, it is easy to cause their own emotional exhaustion. In the existing literature, researchers pay more attention to the emotional exhaustion factors and outcome variables, and rarely take the emotional exhaustion of sales personnel as an important regulatory variable. Therefore, with the help of resource conservation theory, the customer orientation of sales personnel is divided into functional customer orientation and emotional customer orientation, and their main effects on their adaptive sales behavior are studied. At the same time, the effect of emotional exhaustion on this main effect was explored. This study collected 282 valid data, involving many industries, such as finance, chemical industry, home and so on. Through questionnaire investigation, we concluded that the functional and affective customer orientation of sales personnel has a positive impact on their adaptive sales. Emotional exhaustion negatively regulates its main effects respectively. Finally, this paper puts forward the theoretical and practical contributions of this study, and puts forward some suggestions for the training and management of sales personnel.
【學(xué)位授予單位】：廣東財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F272.92

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本文編號：2211524