壽險業務員與顧客關係親疏、互動頻率干擾業務員影響策略效果之研究-以中部某壽險公司為例

Chaoyang University of Technology Institutional Repository > 管理學院 > 企業管理系 > 博碩士論文 > Item 310901800/28631

Please use this identifier to cite or link to this item: http://ir.lib.cyut.edu.tw:8080/handle/310901800/28631

Title:	壽險業務員與顧客關係親疏、互動頻率干擾業務員影響策略效果之研究-以中部某壽險公司為例 The Degree of Closeness and Interaction Between Salespeople and Customers Moderate the Effect of Influence Strategies on Customers' Perceived Satisfaction?An Example of Life Insurance Company in Middle of Taiwan
Authors:	吳性龍 Wu, Xing-Long
Contributors:	企業管理系高階產業經營碩士在職專班吳文貴;黃淑琴 Wen-Kuei Wu;Shu-Chin Huang
Keywords:	壽險;影響策略;業務員;關係;銷售 Life insurance;Influence strategy;Salespeople;Relationship;Sales
Date:	2014-12-31
Issue Date:	2016-01-23 16:17:10 (UTC+8)
Abstract:	以往業務員的影響策略研究，多以西方國家內特定產業業務員為焦點，本研究則採中國式關係觀點，將研究焦點放在台灣壽險業務員的影響策略，釐清各種影響策略的成效。本研究使用McFarland et al.(2006)等人所提出的六種影響策略，包括資訊、推薦、提醒、承諾、同理與激勵策略，將焦點放在華人社會特有的人際往來互動的情境氛圍下，顧客對關係親疏與互動頻率的認定會如何干擾業務員影響策略的成效。本研究與以往多採業務員看法的研究取向不同，本研究採顧客角度來界定業務員影響策略、關係認定，以及影響策略的成效，避免了業務員角度容易自說自話的研究偏誤。分析總樣本數95份資料顯示，資訊與提醒策略相較於其他策略，較能提升顧客滿意度；關係親疏與互動程度不僅有助於關係滿意度，也正向干擾資訊策略的成效。本研究結果有助於了解各種影響策略的成效，尤其在華人社會特有的人際往來互動的情境氛圍下，顧客對關係親疏與互動頻率的認定，又會如何影響業務員影響策略的說服效果。 The studies of influence strategies of salespeople have focused on western, individualistic industries or countries. This study aims to extend the empirical findings in Taiwan’s life insurance industry adopting the Chinese guanxi perspective to investigate the effect of various influence strategies on customers’ perceived satisfaction. The author propose a research model that uses McFarland et al.’s (2006) six influence strategies including information exchange, recommendation, threat, promise, ingratiation and inspirational appeal, to examine the effectiveness of salespeople’s influence strategies and the moderate effect of the closeness and interaction between salespeople and customers in the Chinese quanxi context. The author tests this model with data from 95 bidirectionally matched buy-seller dyads. The result reveals that information exchange and threat strategies are more effective than the others, and information exchange, threat and promise strategies are positively related to customers’ satisfaction. The degree of closeness and interaction both are positively related to customers’ satisfaction, however, the both are also confirmed to positively moderate the effect of information exchange strategy on customers’ satisfaction. This study adds to the existing guidelines of implementing influence strategies from the Chinese quanxi perspective and provides novel insights into the impact of influence strategies under the context of Taiwan’s life insurance industry.
Appears in Collections:	[企業管理系] 博碩士論文

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