組織承諾、顧客銷售導向、業務銷售導向與顧客滿意度間的關聯性-以半導體產業銷售人員為例

Abstract

本論文研究來了解銷售人員對顧客方的顧客滿意度的關聯性，以及銷 售人員以銷售導向或是顧客導向的銷售模式，何者較佳。是採取問卷的方式，進行對半導體及相關產業的銷售人員的提問，透過問卷的方式來收集和分類台灣半導體產業銷售的情況，回收資料共176份以SPSS進行迴歸分析。 問卷提項有組織承若、銷售人員的銷售方式，額外業務幫助行為、區分成和工作無關的私人幫助行為和與工作有關的幫助行為以及在重要的顧客滿意度。 希望透過本研究分析之結果，能夠提供給企業主更多的訊息，進而做為 公司相關改善、提升的一個方向。如何能有效將組織對顧客的承諾和顧客導向的銷售模式，徹底執行而得到顧客的認同感和忠誠度。若後續研究者可以針對顧客直接進行問卷，且得到信度高的數據，相信這樣的數據更具有參考價值。 關鍵字:組織承諾、銷售導向、顧客導向、職責外顧客服務、顧客滿意度

This paper examines the relevance of the salespeople to the customer's customer satisfaction and the salesperson's sales-oriented or customer-oriented sales model. In this paper, we collected and classified the sales situation of Taiwan's semiconductor industry through questionnaires and received a total of 176 samples of SPSS for regression analysis by using questionnaires to carry out questions to salespeople of semiconductor and related industries. The questionnaires are organized as if the salespeople were sold, the additional business helped with the behavior, divided into work-related private help and work-related help behavior, as well as important customer satisfaction. Hope that through the analysis of the results from this study, is able to provide more information to business owners and then as the company to improve or enhance the direction. How to effectively organize the customer's commitment and customer-oriented as sales model, the full implementation of the customer's identity and loyalty. If the follow-up researcher can carry out the questionnaire directly to the customer and get the high reliability data, believe that such data has more reference value. Key Word: Commitment, Sales Orientation, Customer Orientation, Sales Helping Behavior, Customer Satisfaction