業務人員幫助行為之量表建立—以壽險業為例

Abstract

業務人員與顧客在互動的過程中，會提供給顧客職責外的協助，也就是不計回報、額外提供的服務；而當業務人員與顧客互動的程度愈高，其提供職責外的協助會愈頻繁。本研究目的是將上述之幫助行為具體量化，透過量化研究，建立一套「業務人員的幫助行為」量表。本研究分成兩個階段，其受測者為壽險業的業務人員，分別有 144 位及 311 位參與。研究結果顯示，此量表的信度與效度表現良好，共包含十五個項目，以及四個層面：特殊協助、送禮及個人探訪、社交活動、情感支持。此外，由於本量表將抽象的協助具體地量化，形成一套標準的衡量模式，將有助於管理者在診斷及評估員工的表現。

During the interaction between salespeople and customers, salespeople will provide extra-role assistances for their customers regardless of reciprocation. The higher the degree of interaction is, the higher the frequency of extra-role assistance that salespeople engage in will be. The purpose of this study is to quantify this kind of helping behavior, and the research led to the development of a Salespeople Helping Behavior Scale (SHB Scale). The study was divided into two stages: all respondents were salespeople from life insurance industry, with 144 and 311 respondents involved each of the stages. The result showed that an SHB scale with in 15 items of four dimensions: assistance of specialty, gift giving & personal visit, social activity, and emotional support, could be reasonably constructed. Such a scale, which quantifies abstract helping behavior, can make it easier for managers to analyze SHB and thus evaluate employees.