主管支持之適應性銷售氛圍對客戶滿意度研究 ~以電子零組件組裝業為例

Abstract

在競爭非常激烈的行動裝置手機、電子平版市場，客戶產品推陳出新 的速度越來越快，消費者本身的對於行動裝置上的要求也越來越高，而這 行動裝置廠商往往為滿足客戶喜歡新奇功能的要求下，在行動裝置的機構 設計上有更多的新設計，以追求更好的出貨量。 本研究透過線上問卷方式調查大中華區設備銷售商，包括業務部門、 客服部門、專案管理部門;區分主管問卷及部屬問卷，並採同一公司之主 管與部屬配對的方式進行資料蒐集，研究結果以對問卷的進行統計分析、 信度分析、相關分析，最後透過HLM階層線性分析方式進行跨層次資料分 析，以獲得本研究最後之結果。 本研究目的就在於探討以設備供應商的角度，不論是主管或是第一線 的業務銷售人員應該具備何種的態度，並追求最佳的客戶滿意度。本文中 以探討公司之主管的適應性銷售氛圍支持態度，是否對於業務銷售人員所 表現的業務導向銷售行為及顧客導向銷售行為有影響，並且在這些行為狀 況下，能否獲得客戶最高的滿意度，以順利為公司帶入訂單。

In the highly competitive mobile phone, table PC market, the innovation of customers’ product is faster and faster, consumers themselves for mobile devices on the requirements are getting higher and higher, and the device manufacturers are often to meet customers like novelty Functional requirements, there are more new designs on the design of mobile devices to pursue better shipments. This study investigates the equipment vendors in Great China through the online questionnaire, including the sales department, the customer service department and the project management department. The questionnaire is divided into the supervisor questionnaire and the subordinate questionnaire, and the data of the same company's supervisor and the subordinate are collected. The statistical analysis of the questionnaire, reliability analysis, correlation analysis, and finally through the HLM class linear analysis of cross-level data analysis to obtain the final results of this study. The purpose of this study is to explore the point of view of the equipment supplier, whether the supervisor or the first line of business sales staff should have what kind of attitude, and the pursuit of the best customer satisfaction. In this paper, to explore the attitude of the company's sales ii support to the attitude of the sales attitude, whether the business sales staff performance-oriented sales behavior and customer-oriented sales behavior, and in these behavior conditions, whether the highest customer satisfaction , To smooth the company into the order.