適應性銷售與顧客滿意度之關係以銷售導向及顧客導向為中介變數—以半導體相關產業為例

Abstract

半導體係我國之重要產業，亦是高度分工，與高度競爭的產業；在半導體產業之中，組織獲利和業務人員有著不可分割的關係，因此，業務人員之相關銷售行為，是十分值的探討的領域。

本研究是採用量化方法進行本研究的資料分析，並且是以半導體相關產業的相關業務人員為研究的對象，總計144位受訪者，探討各變項間是否具有顯著的相關性。

本研究欲探討適應性銷售與顧客滿意度的關係，以銷售導向與顧客導向為中介變數。本研究使用階層迴歸分析的方法，回歸分析獲得到的結果，發現適應性銷售與顧客滿意度之間有正向顯著的關係；且顧客導向對於適應性銷售與顧客滿意度之間有中介影響的關係。

Semiconductor industry is an important industry in Taiwan. It is a highly specialized division of labor and also a competitive industry. In this industry, there is an inseparable relationship between the profitability and business people. Thus, the related selling behavior of sales person is also a very valuable field to explore.

This study is based on the quantitative analysis of the data, acquired from relevant business people in the semiconductor-related business. A total of 144 respondents samples were taken to understand whether all 4 variables have significant correlation.

This study aims to explore the relationship between adaptive selling behavior and customer satisfaction by using SOCO as mediator variables. In this study, we used hierarchical regression analysis to obtain the results and found that there is a significant relationship between adaptive selling behavior and customer satisfaction. Furthermore, customer-orientated has an intermediary effect on adaptive selling behavior and customer satisfaction.